Top 200 legal and financial firm Tees has unveiled its new brand, implemented by strategic marketing agency Mobas.
This was launched on March 27th, alternatively known as ‘Yellow Day’, whereby the 240-odd lawyers, financial advisers and support staff celebrated with everything yellow – costumes, food and decorations at their five offices in and around the M11 corridor.
While the brand does include a new logo and website, the rebrand goes much deeper to give a new and compelling vision for the firm, as well as a clearer definition of its skills and services. Ultimately the essence of Tees hasn’t changed, this has been an exercise to better understand and repackage its offering and to create a platform on which to engage with customers, prospects and partners.
Ashton Hunt, Managing Director at Tees, said: “We selected three potential partners for our rebrand and after comparing them back-to-back; Mobas struck us as being the right partner from the start. I’ve experienced rebrand exercises and the dissemination of new corporate values before. When it’s not done well it is quickly disposed of. With Mobas however, there was a deep understanding of the need to do things properly from the bottom of our organisation up.
“The team at Mobas invested a lot of time and effort on the discovery process from a number of different angles. It truly was a holistic review of Tees and it all gave the findings real credibility. The work was undertaken thoroughly and expertly – so much so it caused a real emotional reaction amongst people who have long service with Tees who said: “That is us.” I feel like we are Mobas’ only client and the whole agency seems aligned to us which is tremendously powerful. There’s a real skill to make clients feel like they are the only focus.
“We are an ambitious firm and we want to grow, both in the marketplace and internally through staff engagement. My mission now is to achieve a £20m turnover by 2020. This 20/20 vision is predominantly a marketing strapline for our strategic intent. It’s been developed to get people looking up and ahead, to unite conversation and give us a chance to think creatively. £20m is by no means an end, merely a milestone and we intend to keep growing beyond that.
“The work that has been done by Mobas has had a profound impact and now we have launched the new brand and ethos of “Depth in all we do”, it needs to accelerate. My hope is that our relationship ever-strengthens as the brand and essence of Tees becomes more deeply understood, lived and applied in our organisation.”
Robin Bryant, Joint Managing Director at Mobas, said: “It’s fantastic, and so rewarding, to see how well Tees has engaged with the new brand. We’re delighted that we’ve created a brand that so well captures what Tees stands for and how both staff and clients relate to it.
“Mobas champions the East of England and working on this project has consolidated why – the Cambridge region is home to a booming business economy and we’re proud to be supporting local firms in their development and growing success.”