Chaitons LLP: Brand Positioning and Awareness Strategy

In 2014 Chaitons LLP approached Cubicle Fugitive to redesign and develop their new website. With a long-standing reputation for providing their clients with honest, pragmatic and effective advice with regards to all aspects of lending and recovery, the firm wanted to strengthen their brand position and develop new messaging.

With the slowdown in the Canadian economy, large law firms were coming down-market and taking on more modest restructuring and litigation work. Chaitons LLP was looking to retain their stronghold on the lending and recovery market by providing high-quality, specialized services at reasonable prices.

Built upon the foundation of “providing clients with quality service and effective solutions”, the lawyers at Chaitons LLP are committed to supporting their clients’ needs by employing a team approach and sharing resources and experiences to ensure each and every client receives exceptional, business-focused legal advice and solutions. They are invested and focused on their client’s needs and provide no-nonsense advice. Chaitons LLP’s lawyers handily cut through excessive legalese and extraneous information in order to get to the core of an issue and craft effective business solutions to solve their client’s problems.

We developed all new key messaging for the firm’s website including banners, about pages, practice areas and services, lawyer bios and careers to provide clients, referrals, and employees with a clear understanding of the firm and their value proposition.

Identifying what’s at issue is only half the battle. Part of Chaitons LLP’s success is also attributable to their strength in providing much needed perspective and clarity, even when faced with the most challenging legal conundrum. At Chaitons LLP, time isn’t wasted arguing moot points; instead, they get down to work, examining a situation from all angles and devising a considered and strategic course of action.

The firm’s goal of giving clients their very best every time is more than mere lip service. Chaitons LLP lawyers sincerely care about their clients’ success, working diligently to not only achieve the desired results, but also exceed expectations at every point.

With regards to this project, Cubicle Fugitive interviewed the firm’s legal team and administrators, reviewed all public-facing client communications, performed a competitive audit, and developed new positioning messages directed towards increasing awareness with key target markets and reaffirming Chaitons LLP’s reputation with current clients and referral sources.

We developed all new key messaging for the firm’s website including banners, about pages, practice areas and services, lawyer bios and careers to provide clients, referrals, and employees with a clear understanding of the firm and their value proposition. The positioning “No egos. No drama. Just results” and content can still be found on their recently updated website that Cubicle Fugitive designed and developed in partnership with Chaitons.