Gold CityWealth Brand & Marketing Awards
Shortlisted The Lawyer Awards Law Firm of the Year
Winner Transform Awards
We have been rebranding law firms since 2004. In that time we have worked with firms of every shape and size from 300-year-old City practices to fast-growing national firms. We work with Senior Partners and other senior leaders who want to use their brand to change their firm.
Most law firms say and do the same things. Having a clear, confident and distinctive brand is the essence of impact branding the kind that helps you stand out, answer the question of why clients should instruct you rather than anyone else, and achieve your firm’s ambition.
Why most law firm rebrands fail
The work looks fine. The strategy was wrong.
Most firms play it safe. They end up with something polished but indistinct. Or they go too radical and lose the confidence of partners and clients before anything lands.
We start with your culture. Not what you want to say about yourselves. What the people who work with you already know to be true.
In-depth interviews with partners, clients and staff. Finding the genuine difference. Then building everything around it: strategy, identity, language, website, internal communications.
Done right, a rebrand pays for itself. Our clients have the numbers to prove it.
When law firms rebrand
01 / A change of leadership and vision
A new senior partner. A merger. A name change. Whatever the catalyst, a rebrand signals change to clients and colleagues and gives everyone something to believe in.
02 / To get your mojo back
Many firms lose their way. A rebrand helps people rediscover what makes their firm special and gives partners the confidence to say it out loud again.
03 / To become relevant again
The legal market keeps changing. A rebrand helps a firm look honestly at what needs to change and shows the outside world that it has.
What we do for law firms
Brand strategy and positioning
Finding the genuine difference that sets your firm apart and building a case for it that every partner can believe in.
Brand identity
Logo, typography, colour and the full visual system, built to work across digital, print, signage and pitch documents.
Brand naming
For new firms, mergers, practice groups and service lines.
Tone of voice
How your firm speaks, from website copy to client letters to internal communications.
Digital
Website strategy, design and build, built around your brand and your business development goals.
Brand management
Ongoing guardianship to keep everything consistent as the firm grows. We have worked with some clients for over twenty years.
Our work for law firms has increased turnover, changed perceptions, attracted new clients and talent, enabled international growth, improved cross-selling, and made recruitment easier. Here’s the evidence.
Hunters
“A masterclass in rebranding.” | +33% growth | Website enquiries + 224%
Founded in 1715 and based in Lincoln’s Inn for over 300 years. Our brief: make Hunters modern and relevant to a new generation of high net worth individuals, without losing the stature that comes with three centuries of practice.
Capsticks
‘Our new brand vision is already working for us.’ +279% turnover growth. Fee earners +295%.
The UK’s go-to firm for health and social care law. Our brief: build a brand as sharp as their expertise, then evolve it as the firm expanded into housing law and beyond.
Kennedys
‘Not some fluffy thing. A hard-edged business decision.’ +970% turnover growth. Now in 47 offices worldwide.
A specialist insurance firm with ambitions that went far beyond insurance. Our brief: give Kennedys a brand bold enough to open new markets, attract new talent, and take the firm global.
Anthony Gold
‘The rebranding adds to our strength and gives the firm confidence.’ Turnover doubled. Growth through both organic growth and acquisition.
A leading London firm turning 50, with a reputation that didn’t reflect reality. Our brief: shift perceptions from legal aid firm to a practice handling complex, high-value cases across personal injury, family, housing and commercial law.
Frequently asked questions
What is the difference between a law firm rebrand and a brand refresh?
A rebrand involves rethinking the firm’s strategic positioning and creating a new identity from the ground up. A brand refresh updates existing visual elements colours, typography, digital presence without changing the underlying brand strategy. We recommend starting with a brand audit to understand which approach is right for your firm.
How long does a law firm rebrand take?
A full rebrand from strategy through to launch typically takes six to nine months. Faster programmes are possible for firms with clear timelines a merger announcement or a significant anniversary, for example.
Do you work with international law firms?
Yes. We have worked with UK and international firms, including firms with offices across multiple jurisdictions. Our approach is equally effective for firms expanding internationally or firms entering the UK market.
What results can we expect from a law firm rebrand?
The firms we have rebranded have seen measurable improvements across growth, talent attraction, client perception and internal culture. Hunters grew by 33% and saw website enquiries increase by 224%. Capsticks grew turnover by 279%. Kennedys grew from £40m to £428m a 970% increase since their rebrand. Results depend on the firm, the market and the ambition but a well-executed rebrand consistently pays for itself.
