A clear brand strategy creating clear commercial difference.
Our biggest, longest running and arguably most successful strategy project started before just before Neon even existed, and ended recently when the client’s brand name disappeared as part of the largest merger ever seen in the UK legal sector. Read More…
User-friendly law, a clear differentiator – Clarity Matters.
The first step in updating the brand was to cut the firm’s slightly cumbersome name in half. And for the rather snappier Nabarro a new positioning was developed, based on the proposition “user-friendly law”, and reflected in the big bold executional theme of clarity – a rare and precious commodity in legal circles. This was distilled down into the line ‘Clarity Matters’ which also gave a nod to the language of Law of project being called ‘matters’ (activities involved in managing all aspects of the corporate legal practice).
Lawyers who firmly promised not to obfuscate with gobbledegook, but instead to shed light with lucid thinking and clearly expressed advice… whatever next? Nabarro loved it; their clients loved it; and the rest of the legal sector sat up and took notice. So imagine how flattered and happy we were that, when Neon opened for business in 2008, Nabarro became one of our very first clients – entrusting us, in our role as brand guardians, with a series of highly varied and increasingly important projects (some of which you can see on this site).
Building the brand… and branding the building
Building on the foundations of that original strategy, we developed a versatile black-and-white based visual language, to reflect the firm’s clear-cut “no grey areas” thinking. We produced brand communications across all media, including highly effective and award-winning recruitment campaigns “Don’t just warm a chair. Find the perfect seat” and “Your future as a lawyer. Leave nothing to chance“. And when Nabarro moved to a beautiful new building in the heart of the City, we took charge of creating a total branded environment.
Onwards and upwards…
The happy-though-also-slightly-poignant ending of the Nabarro/Neon story? In May 2017, the firm joined forces with CMS and Olswang in a mega-merger, to form a new legal powerhouse – the sixth biggest law firm in the world – under the CMS banner. Of course, we were sorry to say goodbye to Nabarro. But we were very happy indeed that, largely on the strength of our work on their brand, we were appointed to handle the launch of the super-firm. And we very much hope we’ll have an equally long and productive relationship with CMS.
“Dana from Neon lives and breathes our brand. Read More…
Head of Communications
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