HKLM provides wise counsel for African law firm rebrand
In developing a new corporate identity to support prominent Tanzanian attorneys/advocates, Mawalla Advocates' strategic objective of becoming the most trusted law firm in Africa, HKLM Cape Town drew on its extensive experience as industry leaders in building brands in emerging markets.
5 Oct 2009 14:16
Under the leadership of the Mawalla family over several generations, the firm had built a reputation as respected litigation experts, but in more recent times, had significantly expanded their scope of business. Mawalla Advocates now offers a wide range of services from corporate governance, wildlife law and real estate services, to conveyancing, wealth structuring and wealth management, corporate services and asset management services.
HKLM Cape Town's creative director, Paul Henriques, who was closely involved in the project from inception, said the new brochure had to capitalise on the proud heritage and tradition, capture the entrepreneurial spirit of the group and invigorate the future. “Mawalla Advocates comprises a highly respected group of young and dynamic professionals who are lawyers as well as astute businessmen, and the brochure had to capture the combination of legal tradition and reputation with the vibrancy of an energetic and professional business.” HKLM followed its proven methodology, distilling the firm's brand advantage out of an extensive audit of the business, identifying the brand ‘muscle' and then establishing a brand platform which provided the framework for all creative expressions.
“HKLM's strategic process culminates in the identification of a ‘big idea' which encapsulates the essence of a brand which then dictates the brand activation,” continued Henriques. “In this instance, the big idea was ‘Taking Care of Business'.
“The success of Mawalla Advocates is substantiated through the promise of service delivery, and actual delivery on that promise. The message to the market is that the firm speaks the language of money and wealth and that it has the technical ability to deliver optimum solutions to its clients. The brand image that HKLM developed to support this message evokes a sense of trust, exclusivity and innovation that is anchored in heritage.”
The brand journey has been inspirational, according to Mr Nyaga Paul Mawalla. “We chose HKLM to partner us on this journey because we believed in their experience, processes and systems, but most importantly, we believe in HKLM's people and their clarity of thought.
For us, the brand journey has been more important than the destination and we have gained valuable personal and professional insights along the way. The brochure is as much a philosophy for Mawalla Advocates as it is a marketing tool,” he said.
The project included creating the brand strategy, new brand identity and visual language with applications to new stationery, a corporate brochure and signage with future roll-outs including a new website and environmental branding principles.
This project is the latest in a string of new clients for HKLM Cape Town, which was established just over a year ago to bolster the HKLM Group's regional presence. HKLM is a leading multidisciplinary branding group offering specialist services in emerging and established markets.