Moore Barlow has unveiled a major brand refresh as it looks to capitalise on a period of sustained financial growth.
The partial rebrand is built around the firm’s new strapline ‘Who cares wins’ and the firm’s ethos that lawyers who care about their clients, not just the law, deliver better results. Alongside the new strapline, the firm will use a new creative approach to tell the stories of what they do for their clients. The anonymous stories will use a witty, attention-grabbing tone and focus on the people and businesses behind them.
The launch comes as the firm, which was created from the merger of Moore Blatch and Barlow Robbins in 2020, published its latest set of financial results, delivering 9% year-on-year growth in the 12 months to the end of April 2022 and nearly £40m (£39.6m) in revenue.
Ed Whittington, managing partner at Moore Barlow, said:
“Such strong financial performance so early on in our firm’s journey is a massive endorsement of the talent we have in the business and the drive of each and every one of those people. It gives us the platform we need to invest in our people and step out in our own direction. What’s just as pleasing to me is that we are realising together the type of business we want to be.”
Ed went on to explain further:
“Revamping the brand is about more than just how we connect with clients. It’s about cementing the values that we have arrived at together as a firm, and engaging with our people to take on board their views and ambitions. I’ve been very conscious all along that we create an ethos and a brand identity that reflects the people that work at Moore Barlow and is something they truly believe, because they are the brand as much as anything we could say or do. Ultimately, if we care about our people and they deliver an even better service to our clients as a result, then that makes them better lawyers and Moore Barlow a better law firm.”
Tom Newman-Young, chief marketing officer at Moore Barlow, added:
“Our mantra from day one was that we want to be the antidote to the typical ‘city firm’, both culturally and in how we engage with and deliver for our clients. ‘Who cares wins’ typifies that approach – we’re focused on nurturing our people and giving them a better work/life balance than they might get elsewhere, and we recruit lawyers that buy into an ethos of being just as passionate about their client relationships as they are about the law.”
The result of the nine month-long project includes a bolder brand style and colour palette, which is reflected in a refreshed website, along with a new direction for Moore Barlow’s marketing that talks to ‘Who cares wins’. The project was headed up by veteran brand strategists Craig Mawdsley and Bridget Angear, who founded the consultancy Craig+Bridget after leaving one of the UK’s top ad agencies, AMV BBDO. The creative work was developed by award-winning Auckland-based creative director Wayne Pick, working alongside renowned copywriter Olga Pope.