CFG

Driving change across
the legal sector.

Deliverables:

  • Brand strategy & research
  • Brand identity
  • Website
  • Social media
  • Campaigns

In pursuit of its mission to instigate positive change within the legal industry and raise awareness about the support and guidance accessible to those impacted by serious injury, CFG recognised the need for a distinctive new identity. This bold transformation aims to reflect the firm’s profound purpose and reinforce its dedication to fostering change within the sector.

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Ambition

CFG are a distinguished law firm supporting people to rebuild their lives following significant injury. While CFG has traditionally provided legal services for serious injury claims, recent years have seen an expansion of its commitment. The firm now offers expert guidance and support to anyone impacted by injury, and is on a mission to drive change across the legal sector by improving fairness, professionalism and ethical practice.

The challenge was crafting a clear, undiluted message. While CFG remained a law firm offering legal services, it was now also providing essential support services, even for those without legal cases—a rare approach for a legacy law firm.

Internally, the shift required a cultural change within the firm. Previously focused solely on legal cases, CFG’s team needed to embrace a new mindset, valuing support and guidance for all injury-affected individuals, regardless of whether they had a legal claim. This marked a paradigm shift, emphasising holistic care over pure legal representation.

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Strategic direction

A new strategic direction emerged from our ClarityLab™ sessions with the positioning, “More than law,” encapsulating CFG’s expanded services, which now go beyond legal representation to provide broader support to those impacted by injury.

We reworked CFG’s service model, focusing on three key areas: legal services, holistic support, and driving sector change. This not only redefined how CFG presents itself externally but also created clear internal focus areas for the business.

The central brand idea that captured CFG’s purpose: “Championing those affected by injury.” Working closely with our client, we used this new model to redefine the firm’s service offering, brand positioning, and messaging. And ‘CFG Law’ became simply ‘CFG’, a deliberate shift highlighting the firm’s expansion beyond legal.

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The breakthrough idea

In pursuit of its mission to instigate positive change, CFG recognised the need for a distinctive new identity. This bold transformation aims to reflect the firm’s profound purpose and reinforce its dedication to fostering change within the sector.

Our overhaul extended to the firm’s identity, introducing a new logo mark which symbolises a compass. This embodies the guidance and direction provided to individuals navigating complex legal challenges and seeking life advice post-injury. The vibrant palette reflects a commitment to championing and driving change, while the graphic style incorporates the ‘C’ from the logo to envelop individuals in the photography—a symbol of the firm’s all-encompassing support and empowerment of those they serve.

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Studio North captured the essence of our purpose, our market-leading client service, and our determination to improve the industry to help those affected by injury – together.

Mark Duffel
Business Development and Marketing Consultant, CFG
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CFG wallet


The outcome saw us move away from our brand as CFG Law to become simply CFG. But the real added value came as they helped us move to a new positioning of being More Than Law – showcasing not just our legal services but the wraparound support we provide across our business and our desire to lead change in the legal sector. Internally, colleagues have embraced our new brand, thanks to the coherence and simplicity the Studio North team helped us generate. Externally, our profile has risen noticeably, helping us win new long-term contracts and help even more people affected by injury.


Mark Duffel
Business Development and Marketing Consultant, CFG