March 31, 2020
As a law firm with a 124-year heritage, which has developed from a regional practice into a key national player, Sintons has seen particular progress over the past three years through the launch and implementation of its Strategy for Growth.
With major gains seen across the firm in terms of client wins and reputation, its progress has been underpinned by an ongoing recruitment drive to bring in the best legal talent from across the country, while retaining the existing excellence it has within the firm.
Against a backdrop of such change and development, Sintons – named Law Firm of the Year at the Northern Law Awards 2019 – felt the time was also right for another major break from the past through a full rebrand, which builds on the heritage of the firm as a trusted advisor to several generations of owner-managed businesses on all aspects of their commercial and personal affairs, while showing its progressive ethos and ambition.
To oversee such an important project, Sintons partnered with creative agency SHA., the Newcastle-based creative agency with a track record of creating highly innovative and iconic brands for an array of high-profile clients.
The concept – a people-focused campaign, which centres around trust – has been hailed as “fantastic” by Sintons, who launched the new brand last month to widespread acclaim.
Having unveiled Sintons’ Strategy for Growth three years ago, and with the ambitious targets for progress continuing to deliver results, managing partner Mark Quigley wanted the firm’s new brand to reflect the firm’s heritage, capability and commitment to excellence.
“We probably first started discussing the idea of a rebrand internally within the firm two years ago, once we had launched the Strategy and our mission statement of setting the standard for legal excellence, with the ambition of becoming the law firm of choice for businesses, organisations and individuals regionally and nationally,” he says.
“It was very important to be able to show what we did, what we were capable of and how well we did it, and that was a key focus of the development of the new brand. We wanted to show the positive difference we can make to our clients alongside key themes of trust and confidence. We have established a strong reputation over the past 124 years but there is no room for complacency. We are very proud to have acted for multiple generations of families and business owners, but we need to ensure we continue to remain relevant to their needs.
“Our new brand gives this message exactly and accurately reflects our ambition and the trust clients can indeed place in us. In changing times, Sintons are investing and growing, while maintaining our core values and commitment to achieving excellence.”
David Pritchard, head of marketing at Sintons, worked closely with SHA. from their initial pitch to developing the brand and campaign.
“We have done a huge amount in the last few years in terms of raising brand awareness through our marketing activities, and as with any brand, particularly a business such as Sintons, which has grown so strongly and developed so much, we felt the time had come for a change to reflect our creative ambitions,” he says.
“We engaged with a number of agencies and said absolutely everything is on the table, there
is nothing that can’t be changed in terms of our branding, but what we got from SHA. genuinely blew us away. It was so clever and fantastically creative, and the use of ‘Trust in Sintons’ using the ‘in’ that was already in the name of our business, is simple but brilliant.
“From our first meeting we knew this was going to be a great partnership, we are delighted with the results, and have without a doubt achieved what we wanted from our rebrand.”
Hugh Medcalf, account director at SHA. who has overseen the development of Sintons’ new brand, says research into the firm’s background and reputation helped them understand the firm, despite having never worked with Sintons prior to devising their new brand.
“We have quite a lot of mutual clients and connections – people who have worked with Sintons, existing clients, even former clients – so we asked them what they thought of the firm and the service they delivered. We spent a lot of time researching Sintons and the main message that came through was trust, so that helped to form our concept of putting trust at the centre of what Sintons do,” he says.
Creative director Daran Atkinson explains further: “Through working with the team, it quickly became apparent that trust was a major factor in choosing a law firm and retaining clients, people place their absolute trust in their lawyer. So we knew trust had to be at the heart of the campaign we created and we are delighted to have delivered that.”
– Advertising feature –