Crystal Legal unveils rebranded website in attempt to clean up PPI claims image

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Crystal Legal has unveiled its new look website as it tries to detoxify its image as a Payment Protection Insurance claims specialist.

Situated at Gawsworth House in Crewe, Crystal Legal specialises in reclaiming mis-sold PPI and Packaged Bank Accounts. It has said that it has undergone a rebrand in an attempt to position itself as different from many of those in the CMC sector.

The CMC commissioned Provoke, a marketing agency, to help it break from the negative perception surrounding PPI claims.

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.

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. 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.”

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Marek Handzel

Marek Handzel is the editor of Claims Magazine. Marek welcomes articles, letters, or feedback from readers and can be reached by emailing marek.handzel@barkerbrooks.co.uk

  • Adrian B

    Its true that Crystal Legal Services’ new brand image is a lot ‘cleaner’ than previously. However, the idea that they somehow spread happiness is very misleading. The majority of staff working at their base in Crewe are deeply dissatisfied with how they’re treated and were given briefings before the ‘workshops’ as to what to say. I know because I work there!