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How did Peek create an iconic identity that has given Carter Perry Bailey a new way to see itself?

Carter Perry Bailey // Case Study // Branding

Carter Perry Bailey Brand Identity by Peek Creative Limited

In brief

Expertise and Services
Brand identity
Brand implementation
Icon design
Marketing planning
Social media planning
Legal and Professional Services

About this project

Founded in 2009, Carter Perry Bailey is a modern specialist law firm, delivering high levels of expertise and experience with a quality personal service rarely found in today’s marketplace. It specialises in insurance and reinsurance (both contentious and non-contentious), commercial litigation, arbitration and trust & fiduciary disputes. This is the first overhaul of Carter Perry Bailey’s brand identity since 2009.

Carter Perry Bailey’s new brand identity brings out its business strengths, and is inspired by four key characteristics that help to drive the success of its clients: partnership, knowledge, experience and people.

The solution

Challenging perceptions

Peek ran marketing and branding workshops with Carter Perry Bailey’s leadership team over a number of months, where we uncovered the fact that their existing visual identity did not reflect their position or the award-winning reputation of the brand.

The workshops helped identify that there was too big a gap between what Carter Perry Bailey do, and how they conveyed themselves. This discrepancy in perception limited the potential services, that clients and potential clients asked Carter Perry Bailey to advise on.

Challenging perceptions

The creative work was developed to allow personalisation and encompass a clearer, bolder and more modern style to reflect the firm’s aspirations, talent and expertise. A new corporate colour was introduced to unite the communication and brand implementation, this expressed more clearly the dependability of the brand and its people.

The iconic propeller emblem was developed to represent each of the founding partner’s initials and to embody the working relationship that Carter Perry Bailey enjoys with its clients. Their philosophy is simple – to work as part of your team to achieve your commercial aims speedily and cost-effectively. We worked in close collaboration to create and implement the dynamic brand identity, icon and wordmark. The new brand was then used as the instigator to deliver a platform for future marketing activities globally.

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