Brand, legacy and the law.

Professional Services

Scope

• Brand Audit
• Brand Strategy
• Market Positioning
• Brand Creative
• Brand Guidelines
• Business Collateral
• Website
• Digital Marketing Campaign
• Radio Commercials
• Videos
• Social Media Marketing
• SEO/SEM
• Signage

The client

Thomson Rogers is one of Canada’s largest litigation firms. For over 85 years, they’ve been leaders in personal injury and family law and civil, municipal and land use litigation.

A Changing Market

The personal injury law market, their primary offering, has changed significantly. With a high number of industry newcomers and increased competition by significant players, Thomson Rogers engaged our team to understand their market position, brand awareness and recognition. It was clear from the research we conducted with key stakeholders that their brand and messaging no longer resonated as strongly as they once did.

Refreshed Legacy

By understanding how their team attracts new cases, engages with the community, and delivers their services, we discovered that their reputation in the community and with clients was unrivalled despite new market pressures. However, their approach and brand emphasized their legacy and established credentials—at the expense of connecting with younger and more diverse audiences. The challenge to us was to update their brand and strategy without compromising the stellar reputation they had built over decades of work.

Working closely with Thomson Rogers, we knew that certain brand elements—the firm name and their green colour—were essential to the consistency of the brand. With that in mind, we developed a new wordmark featuring a “TR” icon, which can easily be combined with a shorter and more digitally friendly application of the name “TR Law.”

The new logo and visuals were combined with updated positioning and vernacular, ensuring the new brand was cohesive. The phrase “Real life counsel” was our North Star, helping us focus on their accessibility, authenticity and practical approach to winning for their clients. We also worked with them to create consistent messaging for all stakeholders—internal and external.

With the new set of tools and guidelines, we updated their collateral and developed a digital marketing campaign to push their message out to the marketplace. The campaign was supported by overhauling their website, which underwent a complete remap and redesign, allowing more straightforward navigation and maintenance. The new website helped launch the new brand and support interaction through a targeted SEO strategy.

To enhance Thomson Rogers’ visibility and further build brand awareness, we developed a series of radio commercials to target audiences at strategic radio stations. A series of videos focused on “real-life” scenarios were created for multiple online and social channels as complete vignettes or shorter cut-downs to deliver a consistent and impactful presence in the marketplace.

Digital justice is served

The brand and all new materials have been well received by the Thomson Rogers team, their partners and the community, and most importantly, by their primary audience, clients. The efforts have resulted in a significant increase in leads and cases for the firm. With such a positive outcome, Thomson Rogers is well-positioned to expand its brand awareness and help clients through some of the most challenging times of their lives— delivering on their promise to provide “Real life counsel.”