Client Intelligent

Meaningfully connect BCLP’s two legacy firms post-merger.

Develop a unifying value proposition for BCLP, articulating its strength and difference as one firm. Engage clients and colleagues in the process to build a message that felt genuine and confident.

• Used previous brand work, market insights and partner workshops to build a picture of the firm’s distinct capabilities. What clients love about working with BCLP and where they can win.
  

• Developed three potential routes for the proposition, leading on different key messages, which the Board agreed to test with clients.

• Created prototypes and conducted 22 client interviews, including contacts from both legacy firms in the US, UK and Europe.
  

• Analysed client preferences and built a final proposition drawing together the best ideas from all three routes under one compelling concept – Client Intelligent. An expression of BCLP’s genuine investment in client relationships that last. Nearly half of BCLP’s clients have worked with the firm for 20 years+.

• Developed boilerplates and supporting content for the firm’s website refresh, including new practice page copy.
  

• Updated the firm’s EVP and ESG materials, weaving in the new value proposition.

BCLP builds lasting relationships that deliver impact. Clients trust them because they invest in real partnerships – understanding where they need to go and how they can get there. It’s this approach that has seen industry leading client retention.

Client Intelligence is a promise and mindset built on:

• Great listening. Law personified – friendly, capable people who inspire confidence]. People who care about client success and are invested for the long-term.

• Solution building. Providing integrated, specialist advice across the world. Collaborating without ego to reach the best outcome for clients.

• Lateral thinking. Going beyond the ordinary – connecting the dots between the law, sector and market dynamics and client goals to deliver quality, commercial advice.

• Bigger: Client Intelligent has had an impact far beyond brand, reinvigorating culture and creating renewed pride in the combined firm. The new proposition is a platform for collaboration and connection with clients and colleagues.

• Better: Previous brand work failed to capture BCLP’s value. Client Intelligent is authentic as well as inspiring. Colleagues see themselves reflected in the proposition and are invested in sharing the message with clients, prospects and candidates.

• Faster: Stack completed value proposition development in just four weeks, as part of a brand refresh that was executed in eight months. Our robust process and quality thinking meant the Board approved the new messaging on sight.