Whether it's false assumptions about complexity, cost or the time it will take, making a will is one of those jobs we all know the importance of, but one that many of us never get round to doing. Recognising this, leading law firm Harrison Clark Rickerbys (HCR) devised Wills at Work, a virtual will writing service that companies can offer staff as part of their benefits package. We were tasked to create a standout brand for the product that would remove the stuffiness and stigma around wills and allow the company to capture the attention of FTSE 100 businesses and their employees.
Our experience of the funeral sector shows that no one likes talking about death, so if we were to succeed, we would have to create a brand that not only came across as fresh and friendly to the employee, but also trustworthy and professional to the HR department.
We started the project by spending the morning with HCR partner Dawn Oliver to understand more about the service, the target audiences and the wider world of staff benefits. During the session, it became clear that the parameters of the original brief wouldn’t allow us to create the standout positioning they craved, so we challenged them to rip up the brief and let our team get to work.
Our first task was to overhaul the existing wordmark logo, removing the outdated ‘@’ sign in the process.
We chose a rounded sans-serif font and presented the logo in lowercase to give a more friendly and accessible feel. We also designed with the future in mind, creating a logo structure that could be easily adapted as the company developed further sub brands.
While it was a new brand, it was important that we forged a connection with the HCR parent brand, and we did this through the colour palette. HCR's teal is a very strong colour, so we were faced with the decision to either use it sparingly or embrace it. We chose the latter, and contrasted it with a mustard yellow that gave us a striking and distinctive colour scheme.
The existing Wills at Work brochure was built around unrealistic stock images that didn’t connect with the end user and did nothing to tell the story of the service. While the initial brief called for more of the same, we made the decision to create a concept that wasn't reliant on photography.
Instead, we developed a series of eye-catching line drawings that reflected both the work life and home life of the end user. While each drawing was created individually, they were all connected throughout the brochure by a continuous line, designed to signify the journey of life. By having non-descript drawings instead of stock images of people, we could appeal to everyone.
We also radically changed the tone of voice for the brand. The original brochure was complicated and copy-heavy with stuffy and traditional language. We developed a tone of voice that got the message across clearly and succinctly, reducing the copy by almost half. We also utilised bespoke icons and better page layout to help the reader understand the information quicker and easier.
The new Wills at Work brand was then rolled out across a wide range of collateral, including exhibition stands, banners, promotional items and existing website.
Harrison Clark Rickerbys was delighted with our radical interruption of their brief. One partner said that she “didn’t know it was possible to say so much in so few words”, while another partner decided to revamp her marketing collateral, saying she “wanted her wow” just like Wills at Work.