10 Associates
Graham Vincent

Ten out of 10 for Mirfield associates following law firm rebrand

A Yorkshire design agency has earned regional and national acclaim following its high profile rebrand of a West Yorkshire law firm.

10 Associates, based at the Watermill in Wheatley Park, Mirfield, created a new brand, new name and the corporate positioning for Leeds, Bradford and Ilkley-based Last Cawthra Feather in the biggest shake up of the company’s brand in over 30 years.

‘LCF Law’ and its positioning statement “Law fair + square” has caused an industry stir with positive messages from new and existing customers from across the country since its launch, according to Yorkshire entrepreneur Ajaz Ahmed, one of the executives behind LCF Law and founder of Freeserve.

He said: “The new look and brand positioning is crucial to our long-term future and we had to simply “change or die”, he explained. “We worked with 10 Associates to make LCF fit for the future in a changing and highly competitive legal market. We needed to reposition the brand and strengthen our offering.

“Law firms are at serious risk of failure unless they change and perception is a huge problem. People think law is dull and boring – changing those beliefs is one of the keys to growing our business. Companies have to wake up to how important branding is and how crucial it is to get your message across to customers.”

The three month project saw the 10-strong 10 Associates team deploy its Brandschool™ back to the classroom concept to encourage the LCF Law team to be involved in the process, think about their values, their vision and their place in the market.

10 Associates managing director David Worthington explained: “Although Last Cawthra Feather is an established brand, their communication and messages were dated.

“We talked to the team and totally immersed ourselves in their business, their customers and the legal industry before presenting our concepts back at the end of last year.

“LCF Law now has a brand that fits the fast moving nature of their business and that has struck a chord with not only their customers, but the entire legal industry. As a business they have the look, the values and the profile to change the law for good and for ‘the good’.”

Mr Ahmed added: “The 10 Associates Brandschool process was refreshing and different because it involved everyone in the business. A brand is what your customers say about you when you’re not in the room and since the launch last week we’ve been inundated with emails and tweets from customers and even competitors who have praised the design and execution of the new LCF Law brand.”

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