Having identified an opportunity to create a more focussed and digitally enabled barrister’s chambers, the Founder's of the business approached us to help them define their opportunity and bring their vision to life. The objective was to disrupt the status quo and create a brand that both articulated their vision and represented the needs and wants of the next generation of barristers.

The approach to creating the brand strategy was to adopt principles from post-modernism. While the business wanted to disrupt the status quo and demonstrate a new approach, it was important to acknowledge the heritage of the sector and not to create something so new and different that was unrecognisable in the market. 

Our strategy in devising the brand architecture, positioning, naming strategy and value proposition was to adopt some of the tactics and vernacular already established in the market but build upon it. In doing so we created a proposition that is truly differentiated and more attractive by demonstrating the new approach that delivers greater value to their audience. 

The naming strategy we devised has a unique duality in its meaning: 
• The family unit which references the type of law 
• The togetherness, collective expertise and camaraderie of the chamber’s barristers/staff 

The name also has a cache and differentiation, a real stamen of intent to disrupt and be wholly non-traditional. It has a real purpose and authority which reflects the business side of the organisation. 

Following the highly successful launch of the business, just six weeks after our first conversations, we continued to work closely with the founders to support their growth and expansion through a number of life stages. Using the platform we built, the business continues to be the fastest growing chambers in the UK.