Sintons is a full-service legal firm based in North East England, serving clients throughout the UK and further afield. Established in 1896, they have an outstanding reputation for being approachable, trustworthy, and providing practical, pragmatic and robust advice.
Having undertaken a full review of the business after a period of decline and a shift in the personal injury market, Sintons launched their Strategy for Growth in 2019, an ambitious target-driven plan to add £5m to turnover in five years. After a competitive 5-way pitch, SHA was appointed to help them achieve their ambitious target.
The new positioning, Trust in Sintons, harnessed the consistent theme of trust while using the ‘in’ from within the name of the business to create a logo lock-up, which would feature across all touch points. The launch campaign, taking inspiration from Sintons’ commitment to a people-led service, featured a number of key lawyers.
Following extensive research on brand perception regionally and nationally, including client consultations, we concluded the qualities associated most closely with Sintons are trust and experience – their heritage, combined with their reputation in the marketplace, made Sintons stand out from their competitors. However, their current branding didn’t communicate these qualities.
To effect change, we needed to demonstrate to potential clients that Sintons were different, just shouting about it wouldn’t cut it. We needed a coherent, umbrella visual identity and campaign line to tell the Sintons’ story, woven across every touch point.
The rebrand was a bold move – this was the first logo evolution since becoming Sintons. Working with the marketing team at Sintons – led by head of marketing David Pritchard, we developed a modern, classic logo, including the removal of the word ‘law’ from the name – a confident step and a first for the firm.
The new branding has a strong colour palate, distinctive to each department; the styling and fonts have been designed to be future proof and versatile for digital, video and social content, as well as traditional printed material.
The rebrand launched in March 2020 – a matter of days before the COVID-19 lockdown was enforced.
However, Sintons still managed to make significant gains during the period –a 30 per cent increase in new enquiries and a 64 per cent increase in traffic to its website during 2020 – the fourth biggest increase of any law firm in the UK.
We’ve been working with the team at SHA since 2015 and it’s not the traditional client-agency-relationship – they are a true business partner.
We’ve been very open from the beginning about our business and our plans for growth, which has in turn resulted in SHA fully understanding every aspect of what we do.
This led to a new positioning and a complete re-brand, which has helped us achieve some spectacular results.
We’re now in the process of extending our business even further and the team at SHA will be integral to our plans from the very beginning.