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Morae’s rebrand presents it as a holistic driver of change in the legal industry


By Awards Analyst | writer

June 21, 2023 | 5 min read

The campaign won in the Rebrand/Relaunch category at The Drum Awards for Marketing EMEA 2023.


The Croc won an award for their rebrand of Morae / Morae

Morae, a technology-driven company in the legal industry, had acquired multiple companies over the years, leading to a fragmented brand identity. It turned to The Croc for help.

The Brief

The objective was to reconnect Morae with the legal industry and present it as a holistic driver of change rather than a disjointed collection of services. The challenge was to unite the different parts of the business under a singular purpose and engage clients and employees.

The Idea

Working closely with Morae’s CEO and strategic lead, the company’s internal challenges and restructuring around five core business pillars were identified. This five-pillar structure became the foundation of the rebrand. Through customer and stakeholder interviews, shared beliefs and values were uncovered, along with a distinctive territory for Morae to own. The rebrand aimed to change the perception of Morae from a technology consultancy for legal firms going through change to an enabler and driver of transformational change within the industry.

The rebrand focused on creating a simple and flexible mission statement and brand proposition that communicated Morae’s overarching mission while allowing each business pillar to have its own identity. The proposition ’Changing Legal Together’ was developed and supported by a messaging structure that tied the business pillars together. A new brand personality was defined to reflect an expressive, human and collaborative style.

The Results

The digital team redesigned the website to bring the new tonal and visual identity to life. Following UX and UI best practices, the site was redesigned and launched in September 2022. The existing pages were updated with the new tone of voice and brand positioning.

To ensure internal alignment and understanding of the rebrand, a comprehensive brand guidelines document was created. It explained the new philosophy and direction in an engaging and concise manner, highlighting how it could enhance connections with clients. The rebrand positioned Morae as a forward-looking company with a focus on culture and collaboration.

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The rebrand yielded positive results, including a 14% increase in global brand coverage and an overwhelmingly positive emotional response from the target audience, as reported by Meltwater. The website also experienced improvements with a 123% increase in average session duration and a 121% boost in the number of pages viewed per session.

This campaign won at The Drum Awards for Marketing EMEA 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.

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