Starting with detailed stakeholder interviews, client surveys and desk research, we identified the core values on which AWB’s success had been built over many years, and developed a brand strategy designed to make these values accessible and relevant to as many potential new clients as possible – without doing anything to compromise the business’ traditional strengths.

The first step was to communicate the fact that the new brand was built on real and profound change within the business; change which was designed to make the client experience better than ever. Based on a theme of awB Different, we built a series of value-based straplines: “Think different, expect different… awB Different”; “We’ll always awB on your Side”; “We’ll awB Flexible to suit the life you lead”; and so on.

To emphasise the change, we needed a bold visual theme that was miles away from the traditional image of a stuffy solicitors’ office – so starting with a decidedly ‘different’ dalmation with square spots, we developed a striking series of animal images to match the straplines.