The Client:
Equilaw stands is a distinguished leader within the niche domain of equity release law, celebrated by financial advisers across the UK. With a team of expert lawyers and legal professionals, Equilaw has a deep-rooted history of providing specialised guidance on equity release products. The firm collaborates with over 500 independent advisers and partners with top-tier financial institutions, continually receiving accolades for their innovative approaches, including the prestigious Best Law Firm Innovator 2024 award from The British Conveyancing Awards.
The Challenge
Equilaw sought a brand identity that would encapsulate their core values of freedom and empowerment, key attributes of their equity release services. The challenge was to design a visual identity that communicated these qualities effectively while standing out in a competitive market. The new branding needed to resonate with both their seasoned clients and potential new customers, reflecting both the innovative and liberating nature of their services.
The Solution
Montpellier Creative developed a compelling brand identity centered around an abstract butterfly motif in vibrant orange. This choice of imagery and colour was strategic; the butterfly symbolises transformation and freedom, directly correlating with the liberating financial solutions Equilaw provides through equity release. The orange colour, known for its energy and appeal, helps the brand to capture attention and convey a sense of innovation and freshness. This dynamic symbol is designed to resonate deeply with clients seeking to transform their financial situations and achieve a sense of freedom in their retirement years.
The Results
The refreshed brand identity has profoundly impacted Equilaw’s market presence, enhancing visibility and brand recognition. The new branding has not only differentiated Equilaw from its competitors but has also deepened trust and connection with its audience, reflecting the firm’s commitment to providing liberating financial solutions. The introduction of the abstract butterfly logo has been instrumental in attracting a broader client base, contributing to an increase in consultations and collaborations with new financial advisers. The vibrant and meaningful branding continues to bolster Equilaw’s reputation as a leader in the equity release sector, aligning perfectly with their record of innovation and excellence.
