Brand refocus and growth strategy

thedocyard is a cloud-based, end-to-end deal management platform that supports large and complex financial transactions all over the world.

A tech start-up and already disrupting the lawtech sector, they needed strategic definition around their brand, proposition and marketing activity.

Gardiner and Partners were engaged by thedocyard for their digital consulting and strategy services to define the brand story, develop core positioning and value proposition in a project spanning three months

Our approach


The first step involved us really getting to know the business, the industry, competition and customers in a research phase of onboarding and undertaking reviews of the existing assets and competitors; using data analytics to review customer behaviour and conversion rates, and identify unexplored opportunities.

Persona development

Through a series of stakeholder and customer interviews, desktop research and industry insights, a set of target audiences were clearly defined which is enabling thedocyard to successfully engage with the right prospects

Unique Value Proposition

Brand refocus and product-market fit distilled into:

  1. Brand proposition
  2. Mission, vision, purpose
  3. Strategic pillars for campaign activity

Brand and digital communications plan

The development of a structured plan of activity to promote the business to the core target audiences:

  • Business objectives, benchmark setting and establishing KPIs
  • Brand strategy roadmap including a detailed 12 month tactical marketing calendar

What they said

Beyond incredible. The strategy is everything I had hoped for and more. To have someone talk with such authority and understanding about our industry and product, is amazing

Stuart Clout, CEO, thedocyard


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