Wragge & Co LLP appoint Rufus Leonard for major brand development project

24 March 2006

Wragge & Co LLP, a top 20 UK law firm (and a Sunday Times 100 Best Companies to Work For) has appointed Rufus Leonard, the brand and digital media consultancy, to undertake a comprehensive brand development and implementation project. The appointment follows a pitch process.

As a well-established firm with blue-chip clients including British Airways, Cadbury Schweppes and Marks & Spencer, Wragge & Co is now looking to further enhance how it engages with both existing and prospective client companies to build commercially strong and enduring relationships. Many of its teams enjoy a top-ten ranking in the highly-respected Legal 500 and Chambers directories, while the successful launch and continuing growth of its London office means that the firm is winning an increasing share of the national and international client business that is generated through the capital.

As part of the brand development project, Rufus Leonard will be looking at how the Wragge & Co brand can be best positioned and delivered to take advantage of the firm’s acknowledged core strengths – its ability to build and cultivate strong commercial relationships supported by proven technical excellence.  The project will also see an updated visual style for Wragge & Co and the redevelopment of its existing web presence including improved navigation and site structure.

A key element of the early stages of the project will be an extensive process of consultation with both internal and external stakeholders. This work will enable Rufus Leonard to formalise the core strategic thinking and framework that will then inform and guide the completion of the three main programmes of work: development of the revised visual style, creation of updated recruitment communications and the redevelopment of the current web site.

Andrew Pinkess, strategy director of Rufus Leonard, said: “We are very pleased to be appointed to work with Wragge & Co. The project brief itself is particularly interesting for us, as it builds on a lot of the positive work that has already been done. The legal sector is one where differentiation can be tough to achieve, but our early conversations with the team at Wragge & Co suggest there is plenty of scope for increasing the impact of their external communication, based on positive things they are already doing. The brief is particularly interesting for us as it covers not only external brand strategy, but also website re-design and graduate recruitment. This draws on all our key skills and should allow us to put together a powerful integrated campaign which significantly raises their profile.”

Liz Whitaker, director of corporate communications at Wragge & Co, commented: “Rufus Leonard was easily our first choice.  Our businesses have a great deal in common – a passion for relationships and client care, an entirely commercial approach and excellent teamwork.  They’ve been impressive from the moment we contacted them and have shown a genuine interest in the business”.