New identity for Maurice Blackburn; launches first brand work with Howatson + Company

Maurice Blackburn Laywers is helping Australians turn around their tough situations, in a first brand campaign from Howatson + Company, which also features a new brand identity from, Re, its first update in 12 years, Mumbrella can reveal.

The new campaign focuses on the services Maurice Blackburn provides, helping clients avoid upending their lives and being “turned upside down”.

General manager, marketing, Caroline Ruddick told Mumbrella the rebrand came after Maurice Blackburn noticed a “clear shift” in how people were feeling and coping post-COVID, regardless of whether they were a partner of the law firm, as well as a wider shift in culture generally.

This also included realising that life has become tougher under COVID, Ruddick said, and that its clients needed Maurice Blackburn as someone “to rely on, and be their rock”. She said the upside-down theme of the new campaign spot “is trying to connect with that feeling when something bad happens” and then desperately wanting to get things back to where they were.

New campaign, featuring the new brand identity

The new brand identity, developed with Re. represents warmth and empathy, Ruddick said, maintaining the key red colour of Maurice Blackburn to convey consistency in their services.

CEO of the law firm, Jacob Varghese said the new branding honours both the history and legacy of the firm, while also serving as a reminder of why experience and empathy are crucial for its clients.

“We have always held true to our belief that the law should serve everyone, not just those that can afford it. Lots of everyday Australians are in need of legal advice but we know that having our lawyers by their side to help navigate their claim makes a big difference.”

OOH campaign

Ruddick continued: “For over 100 years our lawyers have been there with our clients, helping and guiding over 500,000 Australians to turn their situation around. In their moment of need, we are there to listen, to support our clients and provide the advice they need to make the best decision for their situation.”

National head of personal legal services, Kim Shaw said: “When something happens, like an unexpected injury or illness, our clients feel like their life is turned upside down. When a loved one dies, or life changes and steps need to be taken to protect everything that is precious, they can feel overwhelmed. When we are by their side we can guide them through the complexities of making claims and wills, or dealing with big well-resourced corporations. We help return some control, hope and dignity. We support and guide them, making the complex simple with our years of experience, courage and compassion.”

The brand said that the campaign leverages the firm’s role of advocating for its clients and supporting them through the “complexity of the law and empowering them to turn their individual situations around for the better”.

Maurice Blackburn was one of Howatson + Company’s first clients, in a list that is now rapidly expanding. Last week, the agency won the media account for UNSW, adding to a list that includes Allianz, Plenti, Belong, Petbarn, and more.

The campaign launched last night and will be live across TV, online video, social media, OOH, radio and press.

The old brand identity


Client: Maurice Blackburn Lawyers

Caroline Ruddick, GM Marketing

Michele Sterkenburg, Head of Brand and Go To Market

Marah Houlihan, Brand & Communications Program Manager

Stephen McKeown, Head of Digital

Thomas Tjahjadi, Digital Producer

Megan Simm, Social Media & Content Manager

Lauren Adams, Digital Marketing Specialist

Kate Fisher, Brand Implementation Manager

Eloise Roche, Digital Writer

Creative agency: Howatson+Company

Media Agency: Half Dome

Branding agency: Re (Sydney and Melbourne)

Patrick Guerrera, Global CEO

Sarah Burling, General Manager

Rachel Bevans, Strategy Director

Shannon Bell, Creative Director

Maxine Allen, Associate Design Director

Annabel Cook, Senior Copywriter


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