Caytons Law
Complete brand repositioning; Changing Perceptions tagline; new identity and brand guidelines; website strategy, design and development; stationery, proposals, presentations and legal documents; interior signage and ongoing creative support.
Web Design • Office Branding • Brand Identity • WordPress • Marketing • Events
– The Challenge
Caytons was a successful legal and claims management firm, but its brand did not reflect the experience, quality or standing of the business.
Within the legal and insurance sectors, it lacked some of the recognition and authority enjoyed by competing firms. Its identity, website and wider communications were giving clients, prospects and potential employees an outdated impression of the organisation.
The challenge was greater than modernising a logo. Caytons needed to change external perceptions, create a stronger sense of direction internally and build a brand its team could believe in.
– Our Approach
Fresh01 began with a detailed branding workshop covering Caytons’ purpose, audiences, competitors, positioning and future ambitions. The research identified a need to alter how the market viewed the firm while supporting a more progressive and confident internal culture.
From this work, Fresh01 created a completely new identity and the tagline Changing Perceptions.
The line worked on several levels. It reflected the firm’s ability to bring a different legal perspective to complex problems, addressed the need to change its standing in the market and supported the wider transformation taking place inside the business.
Fresh01 developed the logo, typography, colour palette, imagery, tone of voice and brand guidelines before applying the new identity to a completely redesigned and rebuilt website.
The website became the centrepiece of the rebrand. Fresh01 restructured the content and navigation, created the visual and user experience, and designed a clearer way to present Caytons’ expertise, services, people and sector knowledge. The site remains in use and continues to credit Fresh01 for its design and development.
The brand was then extended across stationery, presentations, proposals, legal documents, brochures, digital communications, event materials and interior signage.
– The Outcome
The work gave Caytons a more distinctive, confident and credible presence within a competitive professional services market.
The new website provided a stronger digital platform for explaining the firm’s expertise, while the wider identity created consistency across client communications, new business materials and physical environments.
Caytons’ UK operations were acquired by Gallagher Bassett in December 2024. While the contribution of the rebrand to that outcome cannot be measured, the work helped Caytons present a more mature and coherent business during the years leading up to the acquisition. The Changing Perceptions identity and Fresh01-built website remain visible within the business today.
