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Collas Crill

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Collas Crill and The Potting Shed shortlisted for best brand strategy at CIM Jersey awards

December 2011

Channel Islands law firm Collas Crill and design and advertising agency The Potting Shed were shortlisted for 'Best Brand Strategy' at the Chartered Institute of Marketing Jersey Awards 2011.

Collas Crill was the only law firm on the shortlist for the award, which was won by the Jersey Heritage Trust for the revitalisation of their brand under the strapline Visit. Stay. Belong.

Our entry was based on the design and brand strategy for Collas Crill, created in April this year with the merger of Collas Day in Guernsey and Crill Canavan in Jersey.

Collas Crill's Head of Marketing and Business Development Iain Beresford and Marketing and Communications Manager Kate Kirk ensured a collaborative approach, working alongside the firm's agency, The Potting Shed, to design and market the firm's brand, ensuring that at every step consistency and brand values were communicated through appropriate channels.

The judges said: "Many submissions demonstrated good use of marketing resources and strong design qualities. All entrants had clearly worked very hard with some excellent evidence of the brands in use."

Iain Beresford said: "In a competitive market our brand differentiates and conveys the high calibre of our workforce, breadth of service and knowledge. Both Collas Day and Crill Canavan were already successful brands and the challenge of this merger was to create and communicate a combined identity that ensured its future success globally. The key was to present ourselves as a leading, pan-island 'silver circle' law firm.

"The joint efforts of the marketing team at Collas Crill and our agency The Potting Shed ensured that from the date the merger was announced a strong brand and all respective communications were in place. By merger completion, Collas Crill had a full brand identity, along with an extensive website, a suite of advertisements, and corporate literature."

The CIM awards were held at Hotel de France in Jersey on Friday 18 November 2011 and attracted an audience of 600.

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