RWK Goodman
Succeeding together
What we did
The Challenge
RWK Goodman is a Top 100 law firm offering a full breadth of legal services – from commercial conflicts and acquisitions, to family and international law. Following the business’ most recent merger and with its national footprint growing, the firm needed a single-minded organising idea to unite the different arms of the business, along with a refreshed, forward-facing visual identity.
The Leap
Our challenge was to distil the business’ multi-faceted offer and core values into a new brand proposition. Through a series of brand workshops with Divisional leads from across the business, RWK Goodman’s unique quality quickly became apparent: personal service, genuine partnership with their clients, and a demonstrable record of going above and beyond.
We developed a new brand positioning centred in the idea of allyship and brought this to life with a confident, new visual identity and brand voice. We introduced overlapping background shapes to visually represent the deeply collaborative relationship RWK Goodman has with its clients. We infused this with a bold colour palette and impactful typeface to achieve standout from competitors, and curated a photography style that reflected the new brand positioning.
Brand voice
Through a series of verbal identity workshops, we also developed a comprehensive brand voice. The basis of this was the creation of a new brand persona – a character for anyone writing on behalf of the brand to embody. To ensure the new verbal identity was as effective, practical and adoptable as possible, we defined a series of tonal principles and copywriting techniques and ran a copywriting training session with the RWK Goodman team.
Brand illustration
Illustrative brand shapes have also been created to add more depth to the RWK Goodman brand. These allow for use when photography is unavailable or less appropriate. To add a secondary layer of visual flex, a series of illustrated iterations of overlapping elipses have been created to represent a variety of subjects and specialisms.
The Work
To support the launch of the new brand, we created a suite of social media templates and produced a hero film for the new brand. Working hand in hand with the RWK Goodman marketing team, we developed an internal and external communications plan – making sure that employees, clients, and prospects were brought on the journey from day one.
We can’t wait to see the brand truly come to life at the opening of RWK Goodman’s new Bristol office this spring.
THE RESULTS
“saintnicks were great at supporting us end-to-end with our brand update – from the outset, they took the time to understand our firm and create a positioning, tone of voice, and a visual identity that fits with our culture and our approach to our client relationships.”
Mark Stubberfield
Director of Marketing and Business Development
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