A Strategic Rebrand for Global Legal-Tech Leader

The Challenge
FileMan was an established brand in the legal-tech sector, but a complicated brand architecture and outdated brand identity was holding them back from their true potential.
Managing three separate product brands had become a struggle as they penetrated new international markets, and the customer journey had become increasingly complex.

Our Approach
We ran strategy workshops with the Executive Team, looked at their target audience and marketplace trends, before making a recommendation to simplify their brand architecture, under the new name File Republic. Adding three focused products, ‘Storage’, ‘Security’, and ‘Productivity’ to sit under the new brand.
Distilling their value proposition to the simple and effective “Digital Privacy & Productivity for Law Firms” created an immediate benefit to stakeholders, who were able to envision a future where the product streams could combine to create greater customer value.

Emanating from the workshop were three values unique to the organisation – ‘Bold’, ‘Strategic’ and ‘Collaborative’ – and these were the foundation for the identity brief.
A bold freeform gradient shape was used as the main distinctive brand asset, and headlines such as “Lock up your files. Unlock your potential” and “Advantage so good. It doesn’t feel legal”, were created to disrupt the sector and assist with competitive differentiation.

The Marketing Room delivered the strategy, liaising with key stakeholders, and assisted with art direction, copywriting, communications strategy, and marketing communications planning, all while keeping third-party costs low, utilising our nationwide supplier network.

The Result
Launched to much fanfare internally and within the international legal sector, the strategy behind File Republic has already assisted with:
• Simplifying the customer experience.
• Focusing internal resources on solving customer problems.
• Enhancing their employer brand and attracting talent.
• Enabling customers to explore the entire product range.
• Stepping toward an even more consolidated future.
• Removing the costs associated with maintaining three brands.

Sean Conroy, File Republic Group CEO said “Geoff has quickly become a trusted advisor to our Executive Team, and his strategic brand advice has enabled us to transform our organisation for the future.
Partnering with The Marketing Room has been a catalyst to put in place a brand strategy that has reshaped our brand architecture, product suite, team culture and customer experience.
In only a few months we’ve seen noticeable results and we’re looking forward to growing the File Republic brand in new international markets.

It’s astounding how Geoff was able to grasp the complexities of our market, our organisation, and our product, and translate that into a strategy that ignited such passion in our team from top to bottom.
It’s been a great experience and a partnership that we’re looking forward to continuing”.

If you’re looking for help to achieve long term growth for your organisation we can help.

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