Blog

David Hensley shares a case study on creating a new name and identity for a fast growing network of Medico-Legal experts.

We were approached by Professor Charles McCollum, the Lawyer Monthly Vascular Expert of the Year 2016 & 2017, to help him grow his Medico-Legal practice, Cardiovascular Advisors. The practice was growing into medical specialisms beyond Cardiovascular, and needed a brand and new website that would appeal to more medical specialists, and to firms of solicitors seeking medico-legal experts and reports.

Research-driven Brand Strategy

We reviewed their market and competitors, interviewed some of the solicitors who are their clients, and helped them identify what exactly was appealing to their loyal clients. We ran a couple of workshops with them to get a consensus on what it was that made them distinctive – the way they are able to deliver the most authoritative reports with the most efficient and personal service. This came from the fact that they not only draw on the world-leading expertise of senior consultants such as Professor McCollum, but also have a qualified barrister running the practice, so have a deep and ready understanding of exactly what legal firms need to take to court. This enabled us to create a brand platform that would act as the basis for the naming and brand design, and for future marketing communications.

Logic-driven Design

Building on this Brand Platform we developed five alternative design routes, each visually emphasising different aspects of it, and evaluated the options with fit to the design criteria – how well they conveyed the key attributes of this ultimate network of medical specialists:

• Authoritative
• Medical Specialist
• Definitive
• Professional
• Reliable
• Premium 
• Distinctive

The chosen design route incorporated a hexagon symbol, suggestive of molecular structure and the atomic table of elements, to convey their strongly scientific basis. The name, McCollum Consultants, builds on the strong personal reputation of Professor McCollum, gives a personal feel to the business, and fits well with professional services. 

The logo also incorporates a descriptor, so that people who are not yet familiar with the organisation immediately know what it offers.

Key points include:

• Creating a brand platform
• Conveying the key attributes
• Developing a logo descriptor

Access the case study, McCollum Consultants Case Study, on HensleyPartners.com.