A clearer brand and website for Bush & Co
Bush & Co is the UK’s largest provider of case management and expert-witness services for catastrophic injury, work that depends entirely on trust. But a tired, confusing brand no longer matched the ambitions of a new leadership team. We rebuilt the brand from behavioural research up, interviewing the solicitors and insurers who actually choose Bush. What we learned reshaped everything including a visual consultant-finder that mapped expertise to the way clients really search.
Overview
Their current brand was tired and confusing, and it needed a complete facelift to bring it in line with the ambitions and values of a new senior management team. They also required an entirely new suite of assets to marketing themselves with and an engaging and optimised website.
We carried out a full brand audit analysing their present positioning, competitors and marketplace. We interviewed and surveyed key stakeholders, including internal staff, case managers and expert witnesses and solicitors and insurers.
Brand in Action
After creating a new set of brand values and positioning statement we produced several creative concepts, working with the client to bring their favourite to life.
We created new and engaging marketing assets, including targeted info packs, stationery, report covers, presentations and an exhibition stand. The visual and messaging concentrated on conveying the expertise and integrity of the company while also showing a more human side – we used the symbol of the face and eye to portray this idea of focus, kindness and wisdom.
Behavioural research & website
As part of our analysis, we undertook interviews with solicitors and insurers asking how and why they used Bush services, what were the pains and gains of their relationship and what motivated them to use Bush over other companies.
Some key reoccurring themes appeared in the way customers wanted to interact with Bush and the key drivers for using their service:
- Case Managers were king – relationships were built by the quality and personality of their consultants first and foremost.
- Simplicity in finding a consultant was key – solicitors searched overwhelmingly by geography first
- Solicitors were cautious by nature and needed a push to try someone new
These revelations changed the focus and functionality of the website. We built a consultant finder based on a visual map, filtering by specialism, geography and experience. Solicitors are now able to shortlist, download CV’s and record their searches.
We also reviewed the consultant’s CV, bringing to life their experience and expertise. At the same time, eye witness expert profiles emphasised past successes and efficiencies.
What I’m proudest of on Bush & Co is that nothing was guessed. We ran a full brand audit with the client and a select group of their team, and a separate behavioural study, sitting down with case managers and with the solicitors and insurers who actually pick up the phone. From all of that we built both the brand and the consultant search tool: a visual, map-led finder that matched the way people really look for an expert. When we presented the new identity, the response was overwhelming; it moved people. You don’t forget a client reacting to your work like that.
