A 40-year-old firm, repositioned for its next chapter.
Aberdein Considine had quietly become one of Scotland's broadest law firms, specialising in property, legal and financial services. But the brand was still positioned like the high-street solicitor it started as in 1981.
We helped it move where its ambition already had.
The market had moved. So had the firm. The brand hadn't.
Four decades of trust had made the name familiar, but primarily as a property firm, and particularly in the Aberdeen area. Its growth into other specialist areas of law and financial services was invisible to many, and less well known in other regions of Scotland and Northern England.
The reputation was an asset stuck in the past. Our job was to make the brand as broad and forward-leaning as the business behind it, without throwing away the equity that took forty years to build.
A firm that does everything needed a brand that says one thing, clearly.
A relevance reset, from the inside out.
We ran the Brand Relevance programme end to end. Strategic analysis told us who and what really mattered to the next stage of growth. Positioning gave the firm a space no competitor in the Scottish market owned - full-service, but genuinely joined-up with people at the heart of everything. A new messaging framework let every division speak with one voice, and a refreshed identity system carried it everywhere, consistently.
A brand that matches the ambition.
The new Aberdein Considine looks and sounds like the modern, multi-disciplinary firm it had become. The identity flexes across property, legal and wealth without fragmenting, and the firm now shows up to clients, talent and acquisition targets as a single-minded confident business, moving forward as one.
Figures shown are illustrative of the programme's intended outcomes.
“They learned our business like it was their own, then told us the thing we'd been avoiding. The brand we have now is the one the firm always needed.”
Marketing & Communications lead, Aberdein Considine · representative client voice
Brand identity
Messaging
Digital
Edinburgh & Glasgow
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