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Radical and effective change


This ambitious Top 200 legal firm had recently acquired two other firms and threw down the gauntlet to a number of agencies – asking for a bold and relevant brand strategy to inform its long-term business objectives. Our pitch-winning submission set the course for radical and effective change.


Workshops, competitor analysis and stakeholder engagement kicked off the comprehensive process of defining the brand promise – ‘Depth in all we do’ – and interpreting it for a multitude of channels. We recognised the imperative to evolve the legal and financial offerings of ‘Tees Law and Financial’ into ‘Tees’ – with both segments of the business represented as service lines.


Our strategic spadework set the tone for clarity in the new brand styling (fresh, modern, inclusive) and tone of voice (fresh, modern, inclusive.) Then we got to work on reenergising the website – with improved customer journeys – engaging employees, creating events, designing print and setting a brand analyser baseline to measure progress.


Ashton Hunt, Tees Managing Director: “The Mobas work has had a profound effect. It was undertaken thoroughly and expertly – so much so that it caused a real emotional reaction among people who have long service with Tees who have said: ‘That is us’”.

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