Howarths is one of Yorkshire leading employment law, HR and health and safety specialists. Based in Cleckheaton, they are a family-run business that specialise in giving advice to over 500 SME’s in the North of England.
Being a young and progressive company, they needed a brand strategy to reflect their values and personality. They needed a strategy that balanced their personable HR approach with straight-talking employment law advice from qualified solicitors. The brand execution provided a platform for brand awareness and lead generation campaigns.
After spending time with Howarths and researching the market, we identified the key area to position Howarths brand.
We identified the business comprised of two distinct brand traits, ‘hard’ and ‘soft’. The hard side represents their expertise, knowledge and no-nonsense approach to employment law and the soft side being the personality of the people, company culture and HR service. We delineated the softer more personable side of the brand from the ‘harder’ edge.
Moving away from the traditional stock images seen in professional services, we injected colour, movement and personality into the brand, underpinned by the most crucial aspect of the business – their knowledge to achieve successful outcomes for clients. For this we created ‘Know How’ as their new brand campaign which, combined with fresh new design and messaging, communicated everything succinctly across our integrated marketing strategy.