BAL Lawyers

A brand united
by values

BAL Lawyers

Bradley Allen Love Lawyers (BAL) is a thriving Canberra law firm. They have built their business on the outstanding reputations of their legal directors and their team of exceptional law specialists.

As the business was entering a new phase, BAL recognised the need to reposition their brand to rely less on the credentials of individuals and more of the excellence of their united team. BAL approached CRE8IVE to help them strategically reposition the brand to create better visibility for their vast service offering and convey the strength of their expertise. 

We began by undertaking strategic research, involving interviews with key stakeholders and a marketing audit to determine BAL’s drivers and what they stand for. We then developed a communication and brand strategy, delivering on key recommendations for a complete brand refresh, website redesign, branded collateral, and a brand awarenes campaign.

Genuine Understanding, Genuine Approach, Genuine Expertise

A genuine narrative

Their new brand narrative was anchored with the tagline: ‘Genuine leadership in law.’ Teamed with a new tone of voice and brand statement, they could take ownership of their brand with confidence. We provided them with a writing guide and recommendations for taking their new brand to market.

Brand Statement

Driven by values

From our research, we revealed that BAL's key point of difference lies in a robust set of values that unites their diverse service offering. These values are a genuine selling point for anyone seeking ethical and considerate guidance.

Brand guidelines

Flexible yet refined

The new brand united a broad service offering to one key visual style, that could be easily applied to business collateral, as well as merchandise for staff, and promotional material for clients.


Clarity in communication

We worked closed with BAL's executive to ensure that the language used to describe their services was clear and free of legal-jargon. We collaborated in writing content for key touch-points, like a service catalogue and website, to ensure they could reach their key audiences with ease.


Increased visibility

We assisted in the planning, management and delivery of a brand awareness campaign, taking the new brand to market across multiple channels including out-of-home, digital and social media