Potter Clarkson   Following on from our rebrand of Potter Clarkson earlier in the year, the next job on the list was a redesign and redevelopment of their website.

Following the design and successful rollout of Potter Clarkson’s new brand identity, their attention shifted to their website. We had already updated the site to keep it consistent with their new corporate identity; the next step was to refresh the overall website design and replace the content management system (CMS) with Absolute’s easy-to-use system.

While the basic structure of the site remains the same, the general site template has been redeveloped by our web design team, reflecting the contemporary feel of the new brand.

A professional photo shoot was organised and the resulting images were used throughout the site.

In addition to allowing them to maintain the site’s page content, we also provided bespoke CMS modules, allowing them to cleanse their mailing list, personnel profiles and calendar of events.

Having completed a rebrand exercise at the beginning of 2008, Potter Clarkson were keen to promote their new identity and build strong marketing collateral to aid them with their new business development.

We worked closely with their team to design and produce a corporate brochure that would be a strong leave behind tool and also promote their newly designed website. The brochure was a great step forward for Potter Clarkson and finally left behind their previous heavily corporate image. With a strong investment in the print production, the design is fresh, clean and representative to the forward thinking and approachable business they really are.

Potter Clarkson recognised a need for a new look for the firm, to not only give their established brand a new lease of life but also provide the foundations for a new, integrated, long-term business strategy. The new identity needed to more accurately reflect the culture of the company and strike a balance between the notion of a well established, highly reputable, professional business which was personable, approachable, modern and forward thinking.

There is always a degree of resistance to change and this project was not without its challenges in that respect. There were concerns internally about the perceptions of Potter Clarkson's long standing partners and clients who may have believed that a rebrand was either unnecessary and/or that the change was indicative of a more fundamental shift in the culture and personality of the company.

With our help, the client was able to pre-empt most resistance within the business by encouraging all staff members to be stakeholders and see the need for change as a positive thing – that they were evolving and growing rather than suggesting they were something that was broken in need of mending.

We staged the introduction of the new corporate ID and the rationale behind it and kept all relevant parties involved. We even produced presentation boards that were available to be viewed internally, which presented the 'journey' from when the business first started through to the announcement of the rebrand. In this instance we also advised that the presentations be kept informal and relaxed in order for staff to develop their understanding of the transition in their own time.