Opening hearts and minds
Coulter Roache engaged Fluid to implement our Agile Creative Strategy. The goal was to a help the firm’s principal partners better understand the competitive landscape, meet fresh challenges and realise opportunities to better position the firm’s contemporary legal offer.
One of the key phases of the project was collaborating in an alignment workshop with Coulter Roache’s principals and marketing staff. We used a variety of tools to build unity in the firm’s strengths, vision, values, personality and voice. The workshop helped us generate a brand definition centred on the Caregiver archetype – striving to deliver control for Coulter Roache’s clients in the fast-paced, modern business world. The group activity was highly effective in building internal momentum and buy-in around the evolving brand promise, and it lay the foundations for a complete brand revolution.