Hunters

"A masterclass in rebranding."

Lincoln's Inn. 300+ years. Future focus.

“A masterclass in rebranding – honouring tradition while signalling bold, modern intent in a competitive legal and private client space.

CityWealth Brand and Marketing Awards

Hunters is a law firm founded in 1715. And for over 300 years they’ve been based in Lincoln’s Inn, the heart of legal London.

Change perceptions. Attract new clients. Recruit new people.

Our brief was simple: make Hunters modern and relevant to a new generation of high net worth individuals whilst retaining the stature that comes with being a 300 year old law firm. We started with defining their core story: who they are, why they’re different and why people would want Hunters to represent them or why people would want to work there. Their story is summed up by how they work with their clients: ‘With confidence, with consideration, with care.’ We made these the design principles for the identity and website – all designed with elegance and serenity.

The rebrand and website has been extremely well received by clients and by employees, with one partner proclaiming, “A number of applicants we’ve been interviewing have made very complimentary comments about the firm’s branding: we’re clear where we stand and what we want to do. It’s been very good to hear.”

And one rival law firm has described it as ‘design to die on the hill for’.

Gold winner CityWealth Brand and Marketing Awards

Law firm of the Year shortlist The Lawyer Awards

Turnover +33%

Website enquiries +224%

Average monthly active users +51%

Average monthly new users +66%

“This is about having a renewed confidence in who we are as Hunters. The rebrand and website is a solid investment in our business.”

Henry Hood, Senior Partner

 

 

 

Hunters wordmark logo in bold dark green capitals on white, Hunters law firm rebrand, by David Carroll & Co London

The Hunters logotype is a modern interpretation of the classic serif font Caslon. Caslon was first published in the early 1700s and the logotype is based on its proportions and characteristics.

 

Close-up of Hunters H letterform symbol in green geometric style on white, Hunters law firm rebrand, by David Carroll & Co London

For a firm with such a long history there wasn’t an old identity to resurrect from their archives. So we’ve created a new tradition with the H 1715 symbol. Designed to be timeless, the symbol is an interplay between a capital H and 1715, the year Hunters started. Some people will see the H first and some people see 1715. And some see both, which is fine.

 

 

We designed and built the website to be ‘search first’ making it easy for people to find the person, service, insight or news item they’re looking for.

 

“We’re thrilled with our new brand and website. It’s serene, elegant and whilst it respects our 300 year history it firmly focuses us on our future.” Vicky Macdonald Hill, Business Development & Marketing Director

 

Inspired by their Lincoln’s Inn location (for over 300 years), the Hunters diamond pattern adds sophistication, dynamism and distinctiveness to their brand.

 

 

 

 

 

 

 

Brand colour palette chart showing the full Hunters colour system including greens, rose, sky, yellow, peach, violet and azure, Hunters law firm rebrand, by David Carroll & Co London

We’ve restored the much-loved Hunters green and given it a fresh modern flavour. And as part of the brand guidelines we’ve introduced joyful and sophisticated secondary colours.

 

Three-stage design evolution of the Hunters H symbol from hand-drawn sketch to first draft to final version in dark green, Hunters law firm rebrand, by David Carroll & Co London

Our original sketch for the H 1715 symbol which we designed and presented with simple graphic line work. Design development with the brilliant typographer Jeremy Tankard led to the final elegant, timeless symbol.

Split image showing Hunters office directory signage on the left and Lincoln's Inn square garden on the right, Hunters law firm rebrand, by David Carroll & Co London

Hunters interior office signage plaque on wall beside staircase showing wordmark, H symbol and floor directions, Hunters law firm rebrand, by David Carroll & Co London

Hunters office staircase with green carpet runner featuring repeated gold H monogram pattern and wayfinding sign on wall above, Hunters law firm rebrand, by David Carroll & Co London

Hunters wall-mounted directional sign reading Reception with H symbol alongside a dark painted doorway, Hunters law firm rebrand, by David Carroll & Co London

Hunters directional sign reading "Deliveries and collections only" with H symbol beside a delivery entrance door, Hunters law firm rebrand, by David Carroll & Co London

Hunters office entrance with frosted glass door showing wordmark and H symbol in green etched glass, viewed through a dark doorframe, Hunters law firm rebrand, by David Carroll & Co London

Hunters reception feature wall with large green 3D raised letters on dark navy blue, Hunters law firm rebrand, by David Carroll & Co London

Hunters meeting room glass partition with decorative vinyl pattern of interlocking diamond shapes in dark plum, beside a traditional panelled doorway, Hunters law firm rebrand, by David Carroll & Co London

Hunters office corridor with two glass partitions featuring rose diamond zigzag vinyl bands alongside traditional wooden doorframes, Hunters law firm rebrand, by David Carroll & Co London

The wayfinding icons are based on the H 1715 symbol design.

Four Hunters office wayfinding icons in green on pale blue — female, male, meeting room, and shower facilities, Hunters law firm rebrand, by David Carroll & Co London

 

 

What we did

We led the full rebrand: from brand audit and competitor analysis through to brand strategy, identity development and digital. Every stage was built around a single insight: that Hunters’ genuine difference had never been properly expressed. We made sure it was.

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