Re-purposed: Ireland’s oldest school of law
Rebranding and repositioning
Ireland’s oldest law school moved from venerable institution, to living community.
Garrett Reil, Strategy and Direction. For Slater, assisted by Aisling Murphy. Photography by Simon Burch.
The Honourable Society of King’s Inns was founded by King’s charter in 1541. Since then some of the greatest names in Irish law and life have moved through its halls.
Challenge: Its classical halls are a film location of choice and even thriving wedding venue. Membership includes many notable barristers and prominent figures. But as a woking law school it must compete with leading universities and new challengers for students. An ageing visual identity, remote tone of voice, and imagery of empty halls left a cold impression. How to make the institution relevant to a new audience and re-energise the membership?
Insight: Within in the historic halls lives a thriving community of practice. From young learners studying, to learned judges meeting their peers over dinner.
Solution: A living vibrant community of the law. Proudly built on the traditions, a bold new brand leverages the location and history, but repositions the institution as a living, breathing entity, with people at its heart. The traditional colour palette is amplified and added to, the typography and copy takes on a more campaigning tone. The traditional crest is simplified and given a new role. A new positioning line: ‘Where the law is learned and lived’ expresses the roles of King’s Inn as a resource, library and community for working Barristers — as well as a working school of law.
Garrett has the ability to look wide and understand the business needs. He knows and understands where you need to be in the market and gives you practical steps to take you there. He seeks out ideas to get you there, to help you to stand out. He has a gift for finding the words and images, translating the concept of the strategy into practise. Your strategy doesn’t just sit there in a PowerPoint.