Cost Advocates is a London based firm that handles a wide range of cost drafting, auditing, negotiation and litigation services.

They specialise in protecting clients from legal costs claims, working mainly on behalf of insurer clients who are often faced with huge legal costs bills as a result of both winning and losing insurance claims.

The Challenge:

Having previously being owned by Capita, the existing Cost Advocates logo used Capita’s generic corporate typeface and colour scheme with no appreciation for the specific market that they operated in, or their target customers.

30two was asked to create a vibrant new identity and brand personality to break free from the industry trend of blue, white and grey. The brief was to portray a confident, experienced and innovative firm to appealing to key decision makers across their customer base.

The Solution:

An important part of Cost Advocates business is negotiation. Therefore a distinctive logo marque was devised around the concept of negotiation with overlapping arrows creating a diamond shape. This shape represents the ZOPA or ‘zone of possible agreement’ and was carried throughout various other marketing materials from brochures to press adverts.

As a direct reaction to the blue/white trend, a black and green colour palette was created to give weight and gravitas to the brand. Subtle use of a brighter green was used throughout as a highlight without being overbearing.

Cost Advocates’ heart of London location is also very important within the sector, so treated images of the financial district skyline were also used throughout marketing materials and the website.

When 30two started working with Optima Legal, it was obvious that they are an innovative, forward thinking firm with some great big ideas.

So it wasn’t a huge surprise when they recently landed smack bang in the middle of The Lawyer’s Top Legal 200 list – an independent review of the legal world’s biggest and best. No surprise to 30two or Optima’s existing clients, but their inclusion has made waves in the legal world with The Lawyer citing Optima Legal as “changing the shape of the Top 100″.

To celebrate these achievements, 30two has worked on a series of adverts placed across the industry press including The Lawer, Credit Today, Mortgage Finance Gazette and Lending Strategy magazines.