Liverpool-based CEL Solicitors has unveiled a major rebrand as it aims to become the UK’s most trusted consumer law firm – with help from two Manchester agencies.
The firm worked with research specialists Mustard and brand agency BGN to reshape its identity, tone of voice and website, following in-depth client research. The move marks a step in CEL’s mission to deliver more “empathy-led legal support”, culminating in a new visual identity and the launch of a nationwide ‘Just tell CEL’ campaign.
Jessica Hampson, Founder and CEO of CEL Solicitors, said: “We’re on a mission to become the UK’s most trusted law firm. When someone has been wronged and doesn’t know where to turn, we’re here to help. We believe everyone deserves access to expert legal support – delivered with care, a lack of judgement and complete transparency.
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“Our new rebrand has this mission at its forefront. We wanted to ensure our identity was a true representation of who we are. The logo and colour palette feel more approachable, the tone of voice is much more compassionate and our website is more accessible and informative than before.
“As a proud Liverpool firm, we thought it was important to collaborate with other North West businesses to help us bring our vision to life.”
The rebrand comes after CEL found that 85% of people are unaware when they have a valid legal claim. The new campaign, which runs across social media, radio, TV and online video, aims to raise awareness and encourage people to seek support.
Founded nine years ago by Hampson as a one-woman housing disrepair specialist, CEL has grown into a consumer law firm. It now operates in areas including fraud and scam recovery, professional and medical negligence, personal injury and pension mis-selling. To date, it has recovered over £135m for victims of crypto, investment, romance and employment scams. A newly formed crypto investigations team is also working with authorities and trading platforms to expose fraudsters and reclaim stolen funds.
Hampson added: “Whether it’s sharing the latest scams doing the rounds, informing tenants their housing rights or showing that you could be owed compensation from a professional organisation – we’re experts in these sectors and we share this knowledge and value with everyone.
“We aim to make the law as simple as possible. We don’t use complicated legal jargon to bamboozle clients, we are open and transparent to ensure legal services are as accessible as possible.
“The motto ‘just tell CEL’ is a promise that we will listen, be empathetic and do our very best to help.”
With over 10,000 client reviews and an ‘Excellent’ rating on Trustpilot, CEL says the new brand reflects both its track record and its future direction.
“Our rebrand is a celebration of the thousands of people we’ve already helped and how we’ll continue innovating and adapting to help thousands in the future,” Hampson said. “Housing and tenancy issues have always been my specialty, but as the team grew, so did our breadth of knowledge, meaning we could help more people. We are empathetic, vigilant and we are constantly evolving. We see what’s going on in the world and we’re eager to act, delivering justice for those who need it.”
She added that the firm’s new look was informed by deep quantitative and qualitative research. “Our rebrand has been years in the making. We undertook extensive quantitative and qualitative research to understand the needs, emotions and expectations of our clients and those who might come to our door in future.
“The results were clear – people want more than legal support, they want empathy. They want someone to listen and understand their story. This research led us to reposition our brand with a more human and compassionate tone at its core.
“This new look showcases our approachability but we’re also making changes to our website and outreach. We want to continue to educate and raise awareness of important issues and injustices that are affecting millions every day.”