HGF is one of Europe’s largest firms of Intellectual Property specialists, offering a fully integrated IP solution that is virtually unique. Over 200 patent attorneys, trademark attorneys and IP solicitors combine their skills across 22 branches throughout the UK, Ireland, France, Germany, Austria, Netherlands and Switzerland and growth in recent years has certainly been extensive. However, the company’s brand and digital communications struggled to keep up, causing problems with administration.
Having identified the issue, HGF were looking for an agency that understood the complex challenges involved and could translate their vision into a new digital-first brand. Although the website was the epicentre of their digital real estate, it was woefully out of date from both a visual and technical point of view – unfit for the level of importance it now held. Our task was to help them create an effective new strategy for its modernisation.
As with all projects of this size and complexity, we started with Gravity®, our proven framework for creating game-changing digital strategies.
HGF’s objective was brand consistency across all channels, a big challenge for an organisation of this size. To align more closely with their core values, a complete overhaul of the entire digital presence was required, including a website redesign with a custom built attorney profile builder and a hugely improved search facility.
We also created a comprehensive digital Brand Hub to house both brand guidelines and usable assets which now ensures a consistent use of the brand through all of HGF’s 22 locations.
The new Brand Hub has provided access to all the latest brand assets and guidelines for the whole company, allowing individuals to utilise these services quickly and easily – at the click of a button.
And, thanks to the new workflow of the attorney profile builder, administration time has been drastically reduced. Previously, processes were done manually, involving a constant stream of time-consuming checks between legal and marketing teams across every branch. Attorneys can now complete their own profiles and gain approval before the information goes live on the website, which saves 100s of hours each month.