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Provoke Develops New Brand Strategy for Crystal Legal

Communications agency Provoke undertakes re-branding of claims management specialist Crystal Legal to dispel negative connotations from the industry.

 Provoke Develops New Brand Strategy for Crystal Legal

Cheshire-based brand communications agency Provoke has been commissioned by claims management specialist, Crystal Legal to launch an impactful brand communications strategy, starting with a rebrand and a new website. 

Situated at Gawsworth House in Crewe, Crystal Legal specialises in reclaiming mis-sold PPI (Payment Protection Insurance) and PBA (Packaged Bank Accounts). Over recent years, the industry has developed a negative perception and after meeting Crystal Legal and their team of employees, Provoke was keen to dispel the myths by bringing their story to life.

A full review was carried out by Provoke which studied the market place and Crystal Legal’s competitors. The team identified important factors that shape the public’s opinions of the sector and observed how other companies are operating. A staff brand workshop was also implemented which helped recognise the business’s core values and shape the brand communication plan.

The fully responsive website with it’s intuitive architecture, supports the brand positioning of PPI claims process, making it simple, helpful and transparent.

Real “happiness” statements from customers and employees are incorporated throughout the website to show the company’s values, purpose and story. Customers have shared their happiness “life milestones and moments” that were made possible by the Crystal team who helped them find out if they had PPI, taking the hassle out of the process and securing the PPI pay outs.

This move was to help change current public perceptions of the claims handling industry and to position Crystal Legal from the pack by showing how they are different rather than just saying it.  

Daren Bach, director of Provoke, said: “From the very beginning it was clear that Crystal Legal needed to stand out in the crowded market place. We conducted research and completed a competitor audit that revealed how important it was to be open and honest with customers and that transparency is key within this sector.

“As part of the new brand communication strategy, a new website was designed so that everything about Crystal Legal was encapsulated in one place and supported the new business plan. We firmly believe that this will now cement Crystal Legal’s position in the industry.”


Key website statistics after the first week of launching:

"From the very beginning it was clear that Crystal Legal needed to stand out in the crowded market place. "
Daren Bach, MD of Provoke


·         388% increase on conversions

·         217% increase on conversion rate

·         122% increase in time on site

·         113% increase in pages viewed

·         39% increase in pages per session

·         -18% decrease on bounce rate


Located at Crewe Hall Farm, independent creative marketing agency Provoke specialises in servicing brands within multiple sectors across the UK with creative design, honest strategic thinking and well thought out digital solutions.

For more information on Provoke, visit: www.weprovoke.co.uk.

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