Rebrand crucial to firm’s future

Picture by Gabriel Szabo/Guzelian

(L-R): Managing Partner of LCF Law Simon Stell, David Worthington, MD of 10 Associates and Ajaz Ahmed at LCF's Leeds office on 21st of January, 2014 — Picture by Gabriel Szabo/Guzelian (L-R): Managing Partner of LCF Law Simon Stell, David Worthington, MD of 10 Associates and Ajaz Ahmed at LCF's Leeds office on 21st of January, 2014

The 10-strong team at 10 Associates, based at the Watermill in Wheatley Park, 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 new positioning statement ‘Law fair + square’ has prompted positive messages from new and existing customers from across the country since its launch, according to Ajaz Ahmed, one of the executives behind LCF Law and founder of Freeserve.

“The new look and brand positioning is crucial to our long-term future and we had to simply ‘change or die’”, he said. “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 10 Associates work closely with LCF Law staff.

10 Associates’ managing director David Worthington said: “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.”