Blueberry lays down the law on solicitor’s identity

Blueberry Creative has rebranded an East Midlands law firm to reposition it for the commercial sector, in a six-figure project that includes corporate identity, print, signage and office refurbishment work.

The Smith Partnership, a firm known for its criminal work, is seeking to attract clients in the commercial sector, says marketing manager Emma Auger, who joined the company in January to oversee the work. From 1 October, the firm will drop its definite article and adopt a butterfly as its marque.

‘The butterfly represents the evolution of the firm in terms of the sectors we hope to work in. We dropped the “the” as it was surplus to requirements and we don’t need to be seen as an individual being. We’re just Smith Partnership,’ Auger explains. ‘The identity fits our softer brand values, too. We’re a people-oriented firm,’ she adds.

The butterfly icon visually interprets the phrase ‘not a better caterpillar’, which grew from early brainstorming sessions between Smith and Blueberry,’ says Blueberry client services director Dominic Twyford.

‘Smith Partnership wanted to reinvent itself without losing its values, and grow its high-end business. The brief was very open so we started off initially with research among the 17 partners to gauge opinion,’ Twyford says.

Blueberry created a ‘brand framework’ before designing the identity, which was signed off a month ago. It is also finalising signage concepts and the refurbishment of the firm’s reception areas in its Derby headquarters. The identity work will be applied when the revamped space is finished.

An internal rebrand encompassing personnel, training and new business has also taken place.

Blueberry was appointed to the project after a four-way credentials pitch in March.