Clients choose a firm at a hard moment and can’t judge legal skill from the outside, so they judge the signals, and most firms send the same ones. We help you say what makes you different, in words a client remembers.
What we’ve learned
Most law firms describe themselves in the same few words, client-focused, full-service and innovative among them, and a client comparing three websites can’t tell them apart. The difference is usually real. It lives in how partners behave, how quickly decisions get made and how a client feels after the first call, and none of that shows up in a list of practice areas.
That’s where our legal work starts. Wellers had been advising clients since 1881, and its website had grown into more than 400 pages; we rebuilt it around the journeys clients actually take rather than the offices they call. New North needed litigators to trust a brand-new funder, so its brand leads with promises a lawyer can check: it aims to give an indicative view within 72 hours and a term sheet within 14 days.
The best positioning for a law firm is often what its clients already say about it.
Strategy that turns what genuinely sets a firm apart into a clear position, promises clients can check and messaging your teams can use in every pitch.
For example: New North, a lawyer-led funder built on speed and fairness
A visual identity that carries a firm’s heritage forward, calm and modern without throwing away what clients already trust.
For example: the Guiding Light rebrand for Wellers
Site structures designed around what people need help with, rather than which office they happen to call.
For example: 400+ Wellers pages turned into one platform
Top Rated Agency
sortlist 4.96/5
★★★★½
Outfly captured who we are and what we stand for: professional, ethical and human. The new brand brings our people, services and purpose together in a way that feels authentic and future-focused.
Outfly has worked with Wellers, a law firm advising clients since 1881; New North, a lawyer-led litigation funder; Capital Law, an independent commercial law firm; and Daintta, a specialist cyber, AI and communications consultancy. The work spans positioning, messaging, identity and websites.
Treat it as an evolution. Wellers has advised clients since 1881, so we began with workshops with its leadership and senior partners to find what truly defines the firm. That became the Guiding Light concept, a calmer and more contemporary identity in soft blues and greens, and one website that brings every team and location together.
By proving it. For Capital Law we interviewed partners and clients across five practice groups, ran surveys and mapped the firm against 18 competitors. Most firms claim to be client-focused; Capital could show it through its behaviour and tone, so we built its five value propositions and messaging framework on that proof.
It starts from what the client needs, not how the firm is organised. Wellers had grown into a network of more than 400 pages as regional teams joined the group. We turned it into one platform designed around real user journeys rather than office locations, giving equal weight to the firm’s people and its expertise.
