Brand and web services for one of Scotland's leading insolvency practices
Middlebrooks is an insolvency practice who help individuals and business owners facing financial uncertainty and difficulty. The team provides advice around complex areas of administration, liquidation and company restructuring.
With the aim to be a disruptor in the insolvency market, Middlebrooks approached us to rebrand the business as the current brand identity didn’t reflect their future direction.
The brand workshop led us to create an exciting new modern feel to help Middlebrooks stand out in the market. An engaging website focused around key personas plays an important role in their digital strategy, complemented with ongoing PPC and SEO activity to drive website traffic and conversions.
Before we started with the team, everything looked a biiit dated and lacked warmth and energy.
After we defined a clear brand position for Middlebrooks, we took them through a complete visual transformation, to better reflect the team and convey their services in a friendly, professional way.
Rebrand
The insolvency world is fascinating (it is!). At the brand workshop, we learned about the negative preconceptions people tend to associate with an insolvency practitioner, as they’re typically appointed due to the individual’s financial situation rather than engaging through choice. People are often nervous, anxious, stressed, confused and down.
To help feel approachable, we created a friendly identity with an ‘i’ character – Ivor – representing how individuals feel at the beginning of their insolvency journey, with the ‘M’ of Middlebooks taking them under their wing for a hug.
The red dot is a brand asset that can be used many ways, and a fresh colour palette combined with accessible type – a pinch of gravitas and large sprinkle of friendliness.
And that red dot has appeared as a branded stress balls at events!
Website revamp
The website is targeted to key audiences:
– business owners and individuals who have been referred
– creditors and referral partners who need reassurance that Middlebrooks are trustworthy, capable and experienced
Working closely with the team, we made sure the tone of voice and messaging reflects the business’ key values and personality. There’s no jargon to confuse and all the copy is geared towards reassurance and building trust.
A Trustpilot widget reinforces credibility and transparency, as reviews can be easily found on the homepage.
‘Client Stories’ build trust and introduce the team behind the brand, their personalities and unrivalled expertise. Visitors can book a meeting and read more about the team’s credentials. The blog articles address industry wide topics, providing valuable persona driven content.
Digital marketing
In the first 7 months of their new site launch, Middlebrooks experienced a 10x increase in qualified web enquiries as a result of focused digital marketing campaigns, resulting in 10% increase in turnover. Yay!
10%
10x
972%
Bit envious? Wondering what we could do for you?
Let’s find out. One quick call could be the start of something brilliant.