Client Setfords

Unlocking people power to beat copycats

Brand strategy Rebrand

Overview

Setfords pioneered a ‘new-law’ model in the UK, delivering tech-enabled legal services. Fast-forward ten years, and they were faced with competition from a raft of inferior copycats who talked the talk but didn’t walk the walk. Imitation may sometimes be the finest form of flattery, but not in this case.

They needed to be crystal clear on what they stand for. Defining special difference through brand positioning, visual/verbal identity and website design serves as the catalyst to communicating why this firm should be first choice for clients, potential employees, and investors – and to support ambitious growth targets.

Solution

What really sets the firm apart from the competition? Their people are truly at the centre of everything they do. This is the central pillar of the new brand positioning “For people, by people” and that’s reflected in a powerful and flexible visual device that leverages the word ‘for’ in Setfords. The brand’s tone of voice was also overhauled in line with the positioning, inspired by testimonials from employees and clients. Supported by a refreshed colour palette and bespoke photographic style, the new branding clearly and confidently articulates what Setfords stands for, to maintain trailblazing status and keep the copycats at bay.

12%

increase in new business enquiries

10%

increase in applications from top talent

1000

unique visitors to the refreshed website in the first 90days of relaunching

A billboard shows an older man in glasses and a suit sitting on a green sofa, smiling. Text reads: law setfords people, by people. The setfords.co.uk website appears in the corner.

A woman with curly hair smiles and gestures while looking at a laptop. Text on the image reads: setfords leaders, not followers. The background features wood panelling and a blue sofa.

An older man with grey hair and glasses sits at a desk, holding a yellow mug and looking at a laptop. The text reads: “setfords people, not cases.” A computer monitor and brick wall are in the background.

An open magazine on a light surface displays an article titled Why the lockdown should be a turning point for a better way of working and a photo of a person sitting on a sofa with a laptop.

A magazine lies open on a flat surface. Its cover features a smiling person with short blond hair and glasses, wearing a white shirt. The words “Saxfords” and “people” are printed in large letters across the cover.

We’re already seeing some fantastic results due to the rebrand and the reception has been brilliant.

Harriet Reynolds

Marketing Director
Setfords Solicitors

A hand holding a mobile phone displaying a website with two sections: setfords businesses and setfords individuals, each with a corresponding button for services on a green and dark background.

A black sign with the word setfords in white lowercase letters is mounted on a textured stone wall outside a building.

Green quotation marks on a dark background, with the right closing quotation mark featuring a bold letter S inside it.

A smiling person wearing headphones sits at a desk near a window. Next to them, text reads: Joining Setfords was simply the best career decision of my life.

Our new brand positioning and visual identity allow us to tell a story that elevates us above the competition.
The new design is the perfect balance between professional and friendly with copy that fully reflects our culture and ambition.

Harriet Reynolds

Marketing Director
Setfords Solicitors

Special thanks to

Client team
Chris Setford
Guy Setford
Harriet Reynolds
Aaron Freeman
Ben Shaw
Project team
Bethan Thomas
Vicki Young
Kirsty Tavendale
Alice Saunders
Jonny Davidson
Dani Biancardi

Featured in

Recognition
Investors in People: We Invest in People
Investors in People: We Invest in Wellbeing
Sunday Times Best Places to Work
Publications
Sunday Times