The company was in a state of significant change, and the company name John Collins & Partners LLP was no longer an accurate representation of the size or operational structure of the firm. A further issue arising from the company’s name needed addressing: the existing name was being used inconsistently and often incorrectly, both internally and externally, a few examples of the many variations in usage included ‘JCP John Collins & Partners’, ‘John Collins Solicitors’ and ‘Partners and JCP'. This problem was causing obvious confusion and a dissolution in brand unity.