Wollens
The law firm that thinks in full colour – but keeps things black & white

Rebranding and relaunching a local player as a regional powerhouse

We first made contact with the team from Wollen Michelmore (as it was known then) at a regional law society shindig, after giving a talk on the power of branding in professional services.

The Devon-based law firm was in the midst of a major growth period, with successive mergers set to make it one of the West Country’s biggest players. So it wasn’t surprising that Neon’s extensive work and rebranding with leading law firms – particularly our massive rebranding project for the merger of legal giant CMS with niche players Nabarro and Olswang – struck a chord with them.

One name to remember

Working with our regular collaborators at brand consultancy Quite Early One Morning, we set out to give the firm a new look and feel that would clearly signal the start of an exciting new era, for them and for buyers legal services across their expanding regional network.

Our first step was deceptively simple: Wollen Michelmore became Wollens. A singular, simpler, more memorable name to “reset” the firm on a new and different path. (And a provenly effective approach, as we had previously demonstrated when we advised Nabarro Nathanson to become Nabarro.)

The law firm that thinks in full colour – but keeps things black & white

Next came a new positioning, summed up in the strapline Full spectrum law – a reflection of the comprehensive range of corporate, commercial and personal legal services offered by the newly expanded Wollens team.

And from this strong statement, a clean, contemporary, and powerfully positive visual language quickly emerged, based around our colourfully upbeat “spectrum O” device, adding further emphasis to the firm’s 360o offering.

In terms of imagery, we wanted to the rebranding to convey a sense of a firm deeply rooted in its home territory, yet at the same time ambitious, optimistic and outward-looking. Devon’s stunning juxtapositions of land, sea and sky – particularly at sunrise and sunset – were right there on Wollens’ doorstep, perfectly suited to our needs.

Full spectrum success

The launch of the rebranded firm has, we’re pleased a say, been an unqualified success. Reaction from clients, and prospects, has been universally positive. And just as important, the “new Wollens” has been embraced by everyone who works there, helping to unify the 200-strong team, and to speed the process of integration that always follows a merger.

Kind words…

“This has been a hugely positive project for the firm, particularly following the growth of recent years.

A lot of work has been undertaken to ensure that the branding reflects the practice across the region.

Chris Hart
Chief executive
Wollens

To find out more: [email protected] or call +44 (0)20 3289 1733 Share this: Email, LinkedIn, Twitter, Facebook, Download PDF, follow us on Instagram or view our animations and movies on Vimeo

 

PROFESSIONAL SERVICES
Branding

PROJECT SUMMARY
Positioning & strapline development
Brand identity
Advertising
Brand guidelines
Literature scheme
Advertising templates
Stationery


Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of dune grasses designed by Dana Robertson

Wollens brand mark and marketing line.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark and strapline Full spectrum Law designed by Dana Robertson

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of dranativ moor sky designed by Dana Robertson

Wollens literature system.

Branding by Neon Wollens Solicitors Devon, new Wollens literature featuring arcs from brand mark with full colour imagery 2 designed by Dana Robertson
Branding by Neon Wollens Solicitors Devon, new Wollens literature featuring arcs from brand mark with full colour imagery designed by Dana Robertson
Branding by Neon Wollens Solicitors Devon, new Wollens literature featuring coloured arcs from brand mark with black and white imagery designed by Dana Robertson
Branding by Neon Wollens Solicitors Devon, new Wollens literature featuring coloured arcs from brand mark designed by Dana Robertson
Branding by Neon Wollens Solicitors Devon, new Wollens literature featuring system keys, umbrella ribbon designed by Dana Robertson

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of surfers designed by Dana Robertson

Wollens brand advertising.

Branding by Neon Wollens Solicitors Devon, new Wollens corporate advertising designed by Dana Robertson

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of girl jumping in snad sunes designed by Dana Robertson

Wollens website homepage.

Branding by Neon Wollens Solicitors Devon, new Wollens website

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of Torquay designed by Dana Robertson

Wollens corporate brochure.

Branding by Neon Wollens Solicitors Devon, new Wollens corporate brochure cover designed by Dana Robertson

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of fishing boats designed by Dana Robertson

Wollens stationery.

Branding by Neon Wollens Solicitors Devon, new Wollens stationery designed by Dana Robertson

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of two boys on the beach designed by Dana Robertson

Wollens Christmas card.

Branding by Neon Wollens Solicitors Devon, Christmas card designed by Dana Robertson

Wollens brand mark on regional imagery.

Branding by Neon Wollens Solicitors Devon, new Wollens brand mark over image of dune plants designed by Dana Robertson

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