Square One Law, the north of England’s entrepreneurial law firm, has taken a unique approach to highlighting its capabilities with an innovative investment in the arts to develop its brand.
The firm, with offices in Newcastle, Leeds, and Darlington, engaged some of the North’s leading creative artists to create its ‘Fearlessly Solving’ campaign, which articulates how Square One Law differentiates its expertise and experience.
Working in collaboration with Newcastle-based creative agency, The Traveller and the Bear, they brought together leading drummer, Ed Smith, who has played with Geordie rock star Sam Fender, and spoken poetry performer Lerato Azula, originally from Newcastle.
The centrepiece of the campaign is a striking film. Ed’s jazz-style drumming is blended with Lerato’s rhythmic spoken word delivery to tell an impactful story that being fearless is not only about breaking from tradition, standing apart and solving problems creatively, but also encouraging your people to act with integrity, watch their clients’ backs and help drive the business forward.
Ian Gilthorpe, Senior Partner of Square One Law, said: “We, like many of our clients, have successfully embraced change and pivoted quickly during the pandemic, so we wanted to communicate how we differentiate ourselves in a way that makes people take notice.
“All law firms say they are client focused and provide excellent service delivery, but few have developed their cultures to think creatively.”
Antonio Bachini, co-founder and Creative Director of The Traveller and the Bear said: “We quickly understood that Square One Law was not like other law firms.
“They care. They have people’s backs. They’re not afraid to do their own thing. So, we looked for a fearless way to tell their story and jazz and the spoken word ticked all the boxes.”
Ian Gilthorpe added: “I was totally engaged when Antonio explained great musicians are talented but not all can play jazz, and in a similar way, there are many talented lawyers, but they don’t all think creatively or deliver the same bespoke service as Square One Law.
“Creativity is vital for all businesses and the arts industry has suffered very badly during the pandemic, so we really liked the idea of supporting artists to tell our important message about having a fearless commitment to helping clients.”