Mitre Law

We were introduced to Andy by a mutual contact who is also a business owner/founder. He has been at the same point as we were and highly recommended Andy and Signifi.id – Andy had worked with him to rebrand and get his messaging right.

From the get-go, Andy’s experience shone through; he guided, made suggestions and gently steered us from ideas and conceptualisation, to design, discussion and delivery.

We now have a brand we are proud of, a website which tells people about our business and clients who understand what we do and who they are working with.

Nick Rees and Will Taborn
Directors, Mitre Law

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Insight

Mitre Law came to Signifi.id on the personal recommendation of a mutual contact who’d been through his own rebrand with Andy and “spoke very highly” of both the process and the outcome to the partners at Mitre Law.

Signifi.ids research identified that people needing Mitre Law’s services made the decision of which law firm to use based on their need for assurance and confidence. They need to know that their problem will be resolved swiftly and that they will have clarity on what is happening, when, and why. This was by far the biggest decision criteria identified.

The brief was clear: a brand that represented the business and the people behind it , that was appropriate, modern, and consistent across all company communication channels and touch points, which communicated and expressed the values needed to win potential clients’ trust. The harder problem, sitting underneath that, how do you look clear, memorable and reflect confidence, without alienating customers or risking being perceived as arrogant? As a new business entering a relatively traditional market, this was the balancing act we needed to achieve.

Innovate

“Confidence. Clarity. Certainty” became the brand tagline as we refined the core brand messaging, which became the north star for the brand direction. Those three words became the bedrock for the strategy. We kept returning to them to check all other brand decisions against.

The process moved from ideas through to design, discussion and delivery, with different options presented. Decisions were made swiftly once the clear strategy direction had been set, everything started to fall into place connecting the research phase with solid outcomes.

Nick Rees, one of the Mitre Law Directors also admitted: “I was a bit sceptical about taking a deeper dive in to things and my pre-conceptions about how that process would work were completely wrong – we actually thoroughly enjoyed it.”

As a new start-up budget mattered too. The founders stated that they valued that investment was explained upfront with no hidden extras.

Interact

In Nick’s own words, communication was “excellent throughout” Andy “outlined things well and explained where the ‘work’ would be needed.” With deadlines met, changes flagged in advance, reasoning behind design decisions properly explained. Working together to develop a robust brand rationale and communication framework that met the company’s needs and resonated with their target audience.

Impact

The response has been consistently positive, from the Mitre Law directors, to their clients and prospective clients too. Nick stated: “clients like it, prospective clients like it, LinkedIn likes it – and those we use as sounding boards have all said the same thing …really like what you’ve done, great colours, subtle design yet very professional and a real step up from where we were.”

The website had been live a couple of weeks at the time Nick offered this feedback, and the LinkedIn launch just a few days old. He also noted watching a former client launch his own rebrand on the very same day as and feeling confident Mitre Law had “made the better choice.”

“We now have a brand we are proud of, a website which tells people about our business, and clients who understand what we do and who they are working with.”

Mitre Law didn’t need to shout to stand out. But they did need to project the right signals of quiet assurance and integrity. They needed to build trust with the right audience. They needed to convey confidence, communicate with clarity, and give their clients certainty that they were in good hands.