After stirring up interest on social media about its future plans, Bradford-based law firm Last Cawthra Feather has today unveiled a new identity.

The firm, which is shortly transferring to a new base in the city, is now known as LCF Law.

The move is the biggest shake-up of the company’s corporate image for more than 30 years and is designed to create a less stuffy image and make its legal services more accessible.

LCF Law launched a social media ‘teaser’ campaign on Twitter hinting at major changes and asking people to guess which law firm it was.

It attracted a national and international following as speculation about the name of the law firm grew.

Managing director Simon Stell (pictured) said: “The legal sector is evolving quickly and law firms need to adapt and grow in this competitive market. We asked ourselves a simple question, what do customers want from a law firm and what don’t they like about dealing with lawyers?

“Dealing with law firms can often seem hugely complicated but it shouldn’t be such a daunting prospect.

“Our firm has always been about simplifying the legal process and we were keen for this to translate into our branding so our new logo, website and corporate literature has all been designed to portray our accessible image.

“The first thing we did is shorten our name from Last Cawthra Feather to LCF Law and added the ‘Law, Fair & Square’ strapline to communicate what we stand for.

“We looked at every aspect of our business and improved how we do things by putting the customer at the centre. It’s a real cultural change for the legal industry.

“We used the simple principle of putting ourselves in our customers’ shoes and asking what we’d want if we were them. The days when lawyers could put up a brass plate and expect clients to come to them are long gone.

“We need to reassure people that dealing with lawyers is simple and to speak their language rather than legalese.”

LCF Law specialises in corporate, property, dispute resolution and personal law and also has offices in Leeds and Ilkley.

In what was regarded as a key deal in the Bradford commercial property market, LCF Law, which employs 80 staff, will move from its Sunbridge Road head office to 11,000 sq ft offices at the One St James Business Park off Wakefield Road next month.

The firm will be operating from the new base from Monday February 17, occupying one floor rather than various floors at the five-storey Victorian Sunbridge Road site.

The move is designed to increase efficiency and gear up for future expansion.

Over the past 12 months LCF Law boosted profits after reducing its costs by 13.4 per cent and increasing turnover by 3.3 per cent.