Cassels - Integrated Brand Campaign

Cassels Brock is one of the largest corporate law firms in Canada. They have been around for 130 years making them also one of the longest-standing firms in Canada. Over time, they have evolved through a series of mergers that has shifted the approach and dynamic of their firm. The firm prides themselves on their ability to stay on the leading edge of trends in law and business. Where some firms rely on established and traditional business sectors, Cassels confidently explores new opportunities targeting growing industries and changing landscapes where they can see long-term business potential. This entrepreneurial culture carries through in their approach to servicing their clients with an ability to be agile and adapt in order to deliver the best solution.

The leadership team at Cassels Brock recognized that their brand was failing to keep up with the organization’s evolution. They were facing a severe disconnect between their current branding and marketing, and the firm’s current culture and positioning. Their corporate identity, including their brand name, was feeling dated. Their communication materials lacked the professionalism and polish to positively reflect their level of legal services and commitment to high-profile national clients. The rebranding of Cassels began with a Brand Blueprint process that delivered an accurate and precise understanding of the firm’s brand goals and desired positioning. This immersive branding approach established an understanding of who Cassels is, its personality traits, what it stands for and its target audience.

Now simply known as Cassels, the evolution of the firm’s name was just one part of a bold rebranding campaign that began to position them as a progressive law firm. In addition, their new corporate identity, website, and marketing materials centre around their commitment to an enhanced client experience. Design and messaging portrays Cassels lawyers as approachable, adept, and dynamic. Key traits, such as driven and versatile, are baked into the new brand’s personality that helps bring the brand to life and allows Cassels to firmly position itself as an accomplished industry leader with an entrepreneurial spirit.