Example: A Law Firm

Within the scope of a positioning workshop, most often occurring at the start of any new mandate, we usually undertake competitor analysis. As a rule we identify the leaders and concentrate on the corporate identities of particular competitors, as we want to get to know the sector in which our client operates. We aim to develop a corporate identity that exceeds those of our client’s strongest competitors.

At the start of their company identity revision, a large law firm wanted to systematically compare their current appearance with competitors in Switzerland and abroad. We developed a method in which the quality of the communication elements was assessed in a quantitative way and plotted the results in clear graphics for comparison. In this way strengths and weaknesses became obvious. After the implementation of their new corporate identity, the same method was used to illustrate how communications had improved.