Our work

A European leader in law and tax, Loyens & Loeff has a significant presence across its key markets of the Benelux and Switzerland. The firm is known for hiring the best young talent and competes with other regional firms as well as global advisories for high-achieving graduates. As part of a push for graduate recruitment, Loyens & Loeff asked us to help review and improve its employer brand.  

As soon as we started to interact with the people in the organisation, we realised that Loyens & Loeff had a special kind of culture which was not leveraged fully in its employer positioning and communications. Following an in-depth engagement stage, we set out to define the key cultural attributes that supported a new Employer Value Proposition and the singular and compelling idea of “Alchemy of talent”. 

We then delivered all copy, design and campaign assets across media to support the recruitment team across Europe in their activities such as website, events and online campaigns. 

Outcome: 
The new Alchemy of Talent recruitment brand stands out in a legal sector that is known to be very conservative. It has been successfully and consistently adopted across all offices, and has enabled the local market to compete for the best and win the race for talent.

Loyens & Loeff consistently tops the league table as the most attractive law firm in the Netherlands amongst university graduates.

Importantly, it has had a positive impact on the perception of the overall corporate brand, and has received unanimous support from the current partners of the business.

Bates Wells (formally Bates Wells Braithwaite) is a mid-size, multi practice City firm with a long-established reputation for its work with the third sector. Along with the firm’s growth, there came a need to better define who the firm was and what it stood for, as well as creating a brand fit for ‘purpose’.

We worked with the marketing and business development team to create a new, revitalised brand, starting with a corporate proposition that had a greater purpose at its heart. Guided by the strategic brand components, we then brought the brand to life through a bold and creative identity, inclusive of a new name and a purposeful tagline “Positive People. Positive Impact”. Similarly, we developed a new Employee Value Proposition to attract and retain like-minded talent.

Outcome:
The brand has already created a strong sense of belonging at Bates Wells and we helped launch a new website that marks a big step into its future in terms of communication. The brand is starting to be recognised as a more truthful totem of its difference and provides a critical asset to win the race for talent and attract the best clients.

Kingsley Napley is a mid-size, multi-practice firm of solicitors based in London. Its wide range of expertise provides support for its clients in all areas of their business and private life.

Working with the strategy team, we conducted a comprehensive review of the firm strategy and spoke to dozens of stakeholders, colleagues and clients to better understand what mattered most to them. This led us to develop a new brand strategy with a purpose at its heart, and to express a new commercial proposition through a renewed identity and communications, including website and campaigns.

Outcome:
The result is a brand, and a firm, with a real sense of purpose at its core, feeling relevant and distinct from its peers while remaining authentic to its employees, peers and clients. It also pays homage to its history but looks forward, not back.

Established in 1938,  and with 300 offices across 29 countries, Atkins (now AtkinsRealis) is one of the world’s leading design, engineering and project management consultancies. Engineering is a highly competitive sector, with a strong demand for talent and a need for long term client engagements. Our relationship with Atkins began when working on an Employee Value Proposition to improve recruitment and retention of talent. It became clear that the company needed to go further and build a brand that would resonate with employees, clients and prospective clients and other external stakeholders. 

Our approach was to involve the organisation and key stakeholders in the process of defining and articulating a reason for being, a purpose. After an extensive intelligence-gathering phase, including hundreds of conversations with colleagues and clients around the world, we developed a purpose at the heart of a new brand, corporate positioning and strategic communications.

Outcome:
We created a range of content including new visual identity, brand guidelines, brand film, corporate and marketing collateral, environmental design and web design. This helped the organisation win the race for talent by filling hundreds of role vacancies worldwide, consolidate its corporate position with clients as one of the world’s leading engineering and advisory firm, and raise the value of its brand as a strategic asset in a subsequently successful M&A deal.

HealthcareUK is a joint venture between the Department of Heath, NHS England and UK Trade and Investments, promoting the best of the UK’s academic, public and commercial healthcare expertise to a global market.
Our work centred on the strategic development of its proposition and the design of the new brand and key communications for international roll out.

Our approach, based on insights and a series of in-depth interviews with stakeholders helped us in identifying HealthcareUK’s key leadership dimensions. This led us to articulate a purpose statement and create a strong brand identity and a communications framework that allowed the organisation to raise its global profile. 

Outcome:
Our work enabled Healthcare UK to share a clear and compelling vision to a multinational audience. In the first year HealthcareUK attended 23 major events around the world, brought together over 600 UK healthcare providers and generated £550m of revenue from 22 major new contracts – significantly more than the government’s already ambitious initial target of £350m.

Causeway, previously known as a CityHearts UK, is a leading charity in the North of England that supports survivors of modern slavery and victims of trafficking and exploitation. It is also active in the prevention of crime through its work with offenders. With increasing demand for its services and the charity facing many challenges, the leadership team needed support to clearly decide on the best route for the future and with writing the next chapter of its story.

We worked closely with the Causeway management board to help them articulate a new 5-year strategy which was supported by a new vision, purpose and set of values. A full rebrand of the charity followed, with a new name, identity and communications (incl. a new website). This was also expressed via a new manifesto and the creation of the charity’s case for support. Throughout this journey of renewal, we engaged with all internal and external stakeholders through meaningful conversations.

Outcome:
The re-brand provided a new narrative for change and a bridge to influence. It captured hearts and minds and enabled the organisation to position itself as a leading service and solution provider in the modern slavery sector. This solidified its base for support amongst government and the private sector. And importantly, it brought everyone together around a renewed sense of pride and purpose for its work and impact.