Slaughter and May needed to do a better job of projecting their distinctive brand. And they needed to get the details right.
Slaughter and May had great credentials, but a lacklustre brand. They looked dated, compared to competitors. The look and feel of their materials was inconsistent and their ethos, values and reputation for exceptional service just weren’t coming across. We interviewed stakeholders, analysed competitors and conducted Visual Planning™ workshops to get to a core brand positioning and a set of values they could call their own. We then worked out how to express these visually. The new corporate identity reflects the firm’s intelligence and creativity, while a journalistic style of photography brings to life the talent and personal passion of the people in their team. Everything they do across their brand now reflects their distinctive values, and there is absolute consistency. You will never see an ampersand, for example, it will always be Slaughter and May.
Slaughter and May are now unmistakeable. Their new brand identity is modern, timeless and always perfect.
Strategy and Positioning