Fern Lawyers

Fern Lawyers challenged Fluid Branding to develop a comprehensive brand refresh that would elevate their position in the market and align with their growth goals.

The existing brand identity, including its logo and visual language, lacked distinctiveness and consistency and did not represent the firm’s professional, modern, and compassionate approach to legal services. Identifying that Fern Lawyers faced several key challenges that necessitated a comprehensive brand overhaul, Fluid undertook a strategic review of the existing brand.

First and foremost, Fluid worked with the team to identify the audience segmentation and category entry points, reviewing the brand’s strengths against the variety of clients they worked with. Fluid Branding conducted a detailed competitor analysis to identify areas where Fern Lawyers could stand out in a crowded market. Once a clear brand positioning had been created, Fluid’s team reviewed the visual identity, particularly as applied across the various platforms and client touchpoints. The messaging, logo, colour palette, and typography had the potential to leave stronger, lasting impressions on potential clients. Additionally, the visual language limited the firm’s ability to distinguish itself from competitors in the personal injury legal services sector.

With the strategic groundwork in place, Fluid Branding’s creative team developed a modern, cohesive visual identity that captured the essence of the firm. The outdated logo was replaced with a fresh, modern design that integrated a visual of a Fern leaf with the > symbol. The shapes were softened to indicate a brand that was nurturing and supportive of clients through challenging times. A contemporary colour palette consisting of pastel purples, greens, and neutral tones, aligning with the brand’s values was paired with two clean, modern font families that conveyed professionalism and approachability.

The brand’s voice and messaging were refined to reflect Fern Lawyers’ core mission of helping more clients. The tone was designed to be both professional and empathetic, balancing confidence and clarity with approachability. Fluid’s team emphasised the importance of clear, client-friendly language, steering away from legal jargon on initial contact points to ensure that clients would feel reassured and understood, particularly when starting their legal journey.

Fluid created a range of illustrations and photographic imagery that aligned with Fern Lawyers’ desire to highlight the positive outcomes that clients could achieve after engaging with Fern Lawyers. The imagery was to be used across a variety of marketing templates and digital advertisements to enhance Fern Lawyers’ digital footprint and build a brand with a variety of easy-to-use distinctive brand assets.

The new brand identity extended across all physical and digital touchpoints. This included redesigning business cards, letterheads, legal documents, and presentation templates, ensuring that every touchpoint reinforced the firm’s brand. Recognising the central role of digital channels in accessing clients, Fluid Branding redesigned Fern Lawyers’ website to serve as the cornerstone of their digital growth strategy. The new website combined a user-friendly design with modern aesthetics, creating an accessible and professional online presence. The site featured streamlined navigation, making it easy for potential clients to find the information they needed.

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