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FAL Lawyers unveils rebranding
FAL Lawyers has revealed new branding in order to modernise the firm, in addition to moving offices to facilitate a more hybrid working model.
Lauren Croft
According to the boutique commercial firm, the rebrand reflects the firm’s growing practice and specialty in innovation.
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Founded in 1993 and with offices in Melbourne and Canberra, FAL enlisted the help of Sidedoor Brand Agency to develop its new branding — and has recently moved to new offices in both cities.
FAL’s director of strategy Michelle McLean said the decision to rebrand was in line with a consolidated effort to modernise the firm.
“As we slowly emerge from two years of COVID-19 disruption, we are finding ourselves in a different world. FAL was founded to support innovation and lead change, and therefore, it is important to us as a firm that we remain at the forefront of the industry in that regard,” she said.
“We believe our new brand image better reflects who we are as an innovative, progressive law firm.”
Along with the rebrand, FAL also moved to new offices that facilitate a hybrid working model. The new offices, at 600 Bourke Street in Melbourne and National Circuit in Canberra, mean that remote working will be “enshrined” into the firm’s culture moving forward.
According to founding partner Peter Francis, the rebrand offered the perfect opportunity for FAL to tell its story.
“I’ll admit that we’ve kept a lot of our achievements under lock and key. We’ve done some amazing things as a firm, from helping bring new technology and life-changing health innovations to market, to our recent work freeing the Aboriginal flag,” he said.
“We also offer solutions that go beyond just legal advice. We are strategic advisors who aim to add value to our clients’ organisations. But up until now, we haven’t really reflected any of that in our branding.”
Marketing specialist Michael Hayman, who joined FAL to lead the firm’s marketing department ahead of the rebrand, also highlighted the importance of a cutting-edge, integrated branding strategy for law firms looking to stand out in the current climate.
“The market has never been more saturated across all industries, especially in law, now that COVID has normalised doing business online,” she said.
“Having a brand that clearly articulates who you are, who you serve and what you stand for will help you cut through the noise and attract your ideal clients.”
