A strong brand needs to reflect the business behind it. For Caytons, the challenge was to bring its visual identity and digital presence in line with the experience, quality and ambition of the organisation.
Caytons was an established legal and claims management firm, but its existing brand was giving an outdated impression. Within the legal and insurance sectors, the business wanted to build greater recognition and authority, while creating an identity its own team could feel confident representing.
The challenge went beyond updating a logo. Caytons needed a clearer sense of direction, both externally and internally.
Starting with the brand
Fresh01 began with a detailed branding workshop covering Caytons’ purpose, audiences, competitors, positioning and future ambitions.
The process highlighted an opportunity to change how the business was perceived while supporting a more progressive and confident culture internally.
From this work came a completely new identity and the tagline Changing Perceptions. The line reflected Caytons’ ability to approach complex legal problems from a different perspective, while also directly addressing the change in perception the rebrand was designed to create.
Fresh01 developed the new logo, typography, colour palette, imagery, tone of voice and brand guidelines, creating a consistent foundation for the business.
Building a new digital presence
The website became a central part of the rebrand. Fresh01 restructured the content and navigation before developing the visual design and user experience, creating a clearer way to present Caytons’ expertise, services, people and sector knowledge.
The new identity was then extended across stationery, presentations, proposals, legal documents, brochures, digital communications, event materials and interior signage.
This helped create a consistent experience across the different places clients, prospects and employees encountered the brand.
A brand built to evolve
A key part of the project was creating an identity that could work across Caytons’ day-to-day communications rather than simply providing a new look for launch.
The website and wider brand gave the business a stronger platform for presenting its expertise, supporting new business conversations and communicating consistently across digital 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.
