Forsters

Challenge

Forsters, a leading London law firm, faced a challenge of a perceived lack of distinction in its brand.

Despite being a market leader in the Real Estate and Private Wealth sectors, the firm's image was indistinguishable and old fashioned. The existing visual identity and messaging didn't reflect the warmth and uniqueness inherent in the firm, also causing a misalignment with its values.

The firm sought to elevate its ability to solve client issues, emphasise its specialisms, and express its unique qualities boldly. This involved crafting an authentic and conversational tone of voice aligned with traits like confidence, humanity, energy, empathy, and warmth. 

The visual identity underwent a radical transformation, introducing a distinctive new logo, colour palette, and a proprietary look and feel. It was fundamental for Forsters that the new logo contained an ‘iconic’ emblem as part of the marque. The bespoke ‘F’ icon represents how Forsters ‘leads the way’ for clients, continuously ‘driving their interests forward’ visually captured by a simple and smart use of negative space.

Result

The rebranding efforts resulted in a revolutionary change for Forsters. The new logo, combining energy and precision, became a symbol of the firm's positive impact on clients. The dual-meaning marque represented both the drive for creative solutions and care for individuals.

The vibrant colour palette, featuring emerald green for growth and ocean blue for strength, added sophistication. The proprietary look and feel – utilising the shapes within the ‘F’ icon – provided flexibility for subtle or impactful brand representation. Digitally, the look and feel of the new website sets Forsters apart from its competitors, giving the firm a distinguished and compelling online presence. 

The transformed brand now aligns with Forsters' values, showcases its strengths, and positions the firm as a confident, distinctive leader in its field.