Octagon Legal

Solid Block was chosen as Octagon Legal's partner to help redefine their brand strategy and create a new visual identity and website to take them forward.

Background

Established in 1931 and formally known as Octagon Chambers, Octagon Legal draws on a strong history and excellent reputation in the East of England and London for Criminal, Civil, Family and Employment Law.

Diagnostics

Octagon approached us because their world is changing – barristers can now be appointed directly by the public, rather than just by solicitors. This huge shift in their potential target audience meant a whole new approach was needed. We worked closely with Octagon, holding workshops to ascertain their values and motivations, which would form the basis of a new direction. We established the new foundation of Octagon as ‘your guide and ally’ and renamed the practice to appeal to a new audience without losing its heritage.

Discovery and Design

A new brand marque was created embodying the strengths of the new direction. This was surrounded with a new visual style, which focuses on clarity and approachability. Photography was art directed to showcase the barristers themselves, and separate them from the all-too-familiar lawyer in front of a bookcase images that often fill the industry’s communications. Wrapping up the rebrand was the key deliverable of a fully responsive customer-facing website, incorporating all of the new identity work.

Deployment

The new identity has helped Octagon to differentiate themselves from the competition and focus internally on a new direction for the business.

The new branding continues to be rolled out onto collateral as the need arises.

We have seen an immediate rise in business won via the website.