Challenger brand, employment law and HR specialists, Law At Work (LAW), has shaken up the market again with a strategic rebrand, highlighting why people should be moving away from traditional employment law firms.

The project includes the creation of a new website and advertising campaign which aims to show why LAW is different and why customers are leaving traditional legal firms to join LAW. The creative work challenges the more established companies within the employment law and human resources sector by highlighting LAW’s unique take on client-focused management.

The new LAW website offers an improved client area, which allows LAW to deliver added value to clients via useful documents and alerts on important legal changes.

The new site includes a ‘live chat’ feature which helps LAW standout when compared to more traditional HR consultancies as it gives direct and instant access to in-house professionals, providing clients with a convenient way to get in touch with the LAW team.

The website promotes each business segment in a different colour to segregate between the services to add ease for the user; teal for the HR consultancy, purple for employment law and the health and safety service is categorised by orange.

Jane Wright, CEO at Law At Work, said: “This rebrand well and truly captures what our company is all about. The employment law market is traditionally seen as dry, safe and grey, while we are a dynamic organisation, which this new brand and website reflects. The new advertising and website is thought-provoking, courageous and memorable.

“Our new creative style is perfect for our future growth ambitions. It clearly outlines what we do and, more importantly, how we do it. For years our NET Promotor score, how our clients rate us, has been extremely high – not just for our sector, but for any brand. Our clients like the fact that they are at the centre of what we do – they have their own dedicated managers and are able to pick up the phone and speak to a qualified team, all whilst not having to worry about costs.”