Why we chose to undertake a brand refresh?
Our previous appearance was reflective of Blackwood & Smith’s longstanding commitment to traditional values, but didn’t highlight our efforts to embrace cutting-edge technology or showcase our undertaking to provide modern unparalleled client service.
We recognised that making changes would be challenging, as any updates to our appearance would need to continue to reflect our commitment to timeless professionalism. We then asked ourselves: could we achieve this while refreshing our look to continue to connect with today’s clients? Cue our brand refresh.
What was our aim?
To modernise and update our branding to highlight who we are today whilst also reflecting and strengthening the brand that already existed. We knew that we needed to update our logos and colours to reflect what was already happening internally through our staffing, systems and technology. Modernising our visual identity to the outside world, whilst still reflecting our ongoing commitment to legal excellence was our main aim for the brand refresh.
Why is it important?
The visual identity of our law firm and estate agency, including its logo, colour scheme, and overall design, plays a significant role in shaping your perception of us.
Before we could go about planning our brand refresh, we knew we would need to conduct a thorough self-assessment and market analysis. We needed to understand the firm’s core values, strengths, and unique selling points. So, what did we identify as part of this process:
The clue was in our name!
We were surprised to find out that the names of the founders of our firm 100s of years after its formation was an excellent starting point for our refresh!
The Blackwood family motto is, “Per Vias Rectas” which translates as, “by right ways”. The enduring principles of trust, integrity, and personal relationships that have defined the success of our legal and estate agency practices for generations. We needed to make sure that any changes were sympathetic to our previous branding and our firm identity and goodwill remained uncompromised.
The Smith family motto is, “Luceo non Uro” which translates as, “shine not burn”. Our current logo was not projecting or highlighting our commitment to modern thinking and our investment in the most up to date systems. We knew we had to be bold and refresh our appearance to reflect who we are today for both new and long-standing clients.
We embrace our tradition:
Whilst our aim was to convey a sense of modernity we wanted to make sure any changes we made embraced the values and traditions that are embedded in our firm.
We strove to maintain the formal tone of our branding to display our professionalism, reliability, and convey a sense of authority.
We invest in the future:
Our advanced case management systems streamline our legal processes, ensuring efficiency and accuracy in every transaction. Our partnerships with cyber security experts keep your information and funds safe throughout your transaction with us.
Our legal team is always up to date with the latest legal advancements and training which allows us to stay ahead of the curve in a constantly evolving legal landscape. Our estate agents team not only have extensive expertise which is culmination of years of experience they also undergo training to ensure that they stay abreast of market trends and challenges to better serve our clients.
We are proactive in updating our systems to embrace modern work practices, ensuring that you can easily connect with your solicitor whenever needed. Our outward appearance should reflect this commitment.
Client Care is one of our major strengths:
While our exterior image may project a certain formality, our commitment to excellent customer service is anything but old-fashioned. We understand that, in today’s modern fast paced world, clients expect responsiveness and up to date information. Our customer service approach is supported by technology that enables us to provide prompt updates on any advancements on your transaction, quick responses to enquiries, and a seamless informed experience for our clients.
We have embraced modern communication tools, such as video conferencing and an innovative phone system to ensure that distance is no barrier to our clients receiving the high-quality service they deserve. We’ve retained the efficiency and comfort of personal interactions whilst utilising technology to make the process more convenient for our clients. We want to make sure our outward appearance showcases our efforts!
So what did all of this mean for our brand refresh….
We quickly understood that the key to a successful brand update would lie in striking a delicate balance between tradition and modernisation. Any changes would need to be reflective of our commitment to preserve the timeless values that underpin our profession and our firm, while also showcasing the modern, friendly, and forward thinking elements of who Blackwood & Smith are today.
We think that the changes we have made embrace and reflect our efforts as a firm to provide the best of both worlds. We know that our clients appreciate the expertise, reliability and trust that comes with a firm steeped in tradition. Simultaneously, we are proud to ensure that our clients benefit from the advantages afforded by our technology-driven approach to modern legal services.
What has changed?
In essence, nothing much really! Our refreshed branding reflects our unwavering commitment to providing legal expertise, timely transactions, enhanced digital security, and a client-centred experience that goes above and beyond expectations.
We hope you enjoy our new look! As always, we are Here When You Need Us.