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Control today. Create tomorrow.

Coulter Roache is a leading legal firm in Geelong with a proud history spanning 80 years. However, the existing brand identity, and associated legacy, had begun to inhibit the firm’s ability to talk to their progressive offering, limiting new business development.

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.

First steps

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.

Giant leap

Findings from Fluid’s initial research and workshop were synergised into a brand platform, anchored by the brand essence of ‘insightful legal partnerships’. For the new Coulter Roache brand mark, our creative exploration centred around a contemporary graphic ‘C’ mark in the logo, symbolising the partnership of firm and client, and reinforcing the tagline ‘Control Today. Create Tomorrow’. Bold, contemporary colour, mixed with engaging photography, and serif typeface for secondary messaging, delivers a confident, modern solution.

Embracing the future

Coulter Roache delivers a wide range of professional law services across eight sectors, so the new brand identity needed to be a concise expression of the firm’s expertise and commitment to provide excellence in law. The bold new look communicates professionalism, balanced by approachability. The result is reflective of a leading commercial law firm, built on sound expertise, delivered in a personal and approachable manner.