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Conveyancing Liability Solutions (CLS) is the market leading e-conveyancing company, specialising in legal indemnity and defective title insurance products.

CLS approached Impact to restructure and develop their brand. With incredible initial success their key top selling product was fast becoming more recognised than the brand that created it.

Whilst very encouraging, this created unique challenges when launching further products as the values of this product were causing confusion with those of the brand.

Impact’s strategic advice was to restructure this lead product, along with others, squarely as a sub brand beneath the main brand. After considerable strategic work this was conveyed with a completely new corporate identity.

Brand campaigns were created to communicate the core values of CLS whilst sub brand specific campaigns were created to convey the benefits of the products within it.

With CLS being a company of initiative and therefore often launching key products to the market, the work provided has made each new product launch more cost effective to produce, and clearer to understand, at launch.

Successful businesses can often find it difficult for their marketing to keep up with the product or services success.

Keeping a structure to your brand, and the products under it is key to launching further products. It’s essential the brand conveys the values so that the market can establish trust in the brand.

This then leaves a product to focus on its features and benefits.

The roll-out of any brand development is key. All material must be replaced with the same coherent feel and so a synergy may need to be found quickly across a variety of platforms.

Our in depth knowledge of marketing meant that every use of the brand was considered against known values ensuring a smooth transition.

Creating a solid structure that placed several well recognised products under a less recognised brand was achieved by creating a series of logos that worked with the main brand.

CLS are active in advertising. The simple copy led creative developed for their advertising allowed them to be responsive to events in the market meaning greater effectiveness at a highly reduced origination cost.

disciplines used

Strategy and positioning
Brand values
Tone of voice
Creative
Copywriting
Design and artwork
Digital
Print production

We translate leading strategic thinking into an advantage for your business and your brand through creative and design excellence.

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