Redefining a law firm to reflect its unrivalled reputation
BHW differs from other commercial law firms because it was set up in 2003 as a ‘clean sheet’ business, with many of the firm’s Partners and Associates started as trainee solicitors. Today, it has grown to become a UK top 100 law firm for corporate and commercial work in the Legal 500 guide.
BHW asked us to completely revamp their brand, website and develop a visual identity with the simplicity clients have grown to appreciate about the brand, as well as the trust and reassurance businesses expect from a law firm.
Capitalising on a strong, respected reputation
Reimagining BHW’s online offering was the perfect opportunity for BHW to capitalise on the reputation it had been building for almost 20 years.
A new visual identity for BHW was developed to provide the consistency and coherence that the firm was previously lacking. This was to enable faster, clearer visual communication, primarily across digital and print platforms and to give the BHW brand the graphic assets it desperately needed.
A confident brand identity
Clarity, simplicity and efficiency still drove the new BHW brand identity, whilst using a more elegant and refined colour palette.
The wordmark was crafted to not only balance a challenging letter combination, but also to help communicate the firm’s personality further. ‘Solicitors’ has been dropped to confidently reflect its ranking as a Top 100 law firm and the calibre of clients BHW looks after.
The icon takes inspiration from a compass, reflecting the firm’s ability to lead clients to a positive resolution, navigate challenges and guide them towards new commercial opportunities.
BHW’s mission has always been the same – to be the best commercial law firm in the East Midlands. We believe that our client commitment and relentless attention to detail are what set us apart. We have always believed that the key to our success is simple – looking after our clients better than anyone else.
NICK BRIDLE FOUNDER
Setting the foundation for a strong online presence
Using the brand identity as a springboard for a new website, we designed and developed a new website that would help take BHW to the next level and within a crowded marketplace, help them stand out from other solicitors.
One of the key objectives of the new website was to join up the web architecture to take users on a more intuitive journey. Collaborating with BHW’s marketing manager, we developed a robust sitemap, categorising content by sector, service as well as team member.
The website needed to be built using WordPress easy to adapt and build upon, allowing stakeholders within the firm to easily add new pages, new staff, specialisms and services.
From a dry, stuffy, weak corporate image to an elegant, timeless, leading brand, BHW’s identity and website have been transformed dramatically.
Creative Direction delivered an image-rich website, whilst greatly improving website speed loading times for desktop and mobile by 94%.