Following years of innovation and exemplary commercial performance, Kent Legal Services (KLS), Kent County Council’s in-house legal department was transformed into an alternative business structure (ABS). This set the company on a freer, more commercial footing, more able to compete with other, larger private sector law firms. To do this effectively, Kent Legal Services required an exciting new brand identity that was rooted in its public sector heritage but also conveyed its energetic and commercial outlook.
Working with Invicta Law demonstrates how the right agency can add value to the client’s core mission in ways that might not have been imagined at the outset. After establishing a strong rapport, we quickly developed a culture of information-sharing, including industry innovations and examples of excellence. Our genuine interest and ability to work as partners gave the Invicta Law management team confidence and trust in ifour and our understanding and engagement of stakeholders supported the wider company through a period of change as they transitioned from in-house legal department to private specialist legal firm. The mutual trust developed enabled us to embark on a voyage of discovery, which highlighted additional requirements not covered in the original brief, such as internal communications to help staff feed into the transition from local government into the commercial sector.
As a large company going through a fundamental change in identity and form, stakeholder engagement was crucial to garner trust and buy-in throughout the project. As part of wider research, including market and competitor analysis, we held stakeholder mapping sessions and discovery workshops that informed the early stages of the project, including naming and branding concepts. A launch strategy was formulated as the brand was finalised and assets such the website, office branding and signage were designed and built.
The new Invicta Law branding is fresh, modern and clean with a bold edge. It’s distinctive and striking without being intimidating and is consistently applied across all collateral. The website carries both the branding and core company values throughout, with a clear navigation and engaging scrolling animation on the homepage and an intuitive hierarchy that makes both finding information and getting in touch easy. The ongoing communications throughout the project have created a sense of ownership and excitement amongst stakeholders and the marketing plan has a schedule of actions to ensure excellent brand awareness and exposure to both potential and existing clients.
“ifour has provided much more than simple creative design input. We have worked together to develop a comprehensive strategy for the launch of our new business and the approach to engaging with existing and prospective customers to make sure that we transition smoothly and successfully. For us it’s been an object lesson in how design and strategy can be combined to produce a cohesive brand and marketing solution.”