The Challenge
Despite being a solid commercial law firm with a reputation for punching above their weight, Madgwicks Lawyers faced a perception problem. Being seen as ‘traditional’ in the marketplace was creating real business challenges – particularly in recruitment, where younger lawyers were looking elsewhere. They also weren’t well-known outside their industry circles, limiting their ability to connect with potential clients and referrers who valued modern, commercial thinking.
The Idea
Rather than jumping straight into a logo refresh, we started with the strategy. Through our Brand Story process, we worked with Madgwicks to uncover what their key audiences actually needed to hear. The insight was clear: Madgwicks weren’t just lawyers providing legal advice – they understood commercial realities and delivered outcomes that helped businesses move forward with confidence. This audience-first approach gave us a strategic foundation to build upon, ensuring the rebrand would resonate with the people who mattered most.
The Solution
Based on our strategy, we developed a complete brand refresh that aligned perception with reality. The new Brandmark features a stylised ‘ML’ monogram inspired by the expressive flourish of a signature – modern and clean, yet still nodding to the legal industry’s practicalities. We expanded the colour palette beyond the traditional blues and greys, adding additional colours that could be used selectively for impact while maintaining brand equity.
The website was completely restructured to reduce service groups, improve navigation for all audiences, and incorporate internal linking that guides users seamlessly to relevant expertise, industries, and team members.
The Last Word
This transformation takes Madgwicks Lawyers from being perceived as ‘traditional’ to positioning them as the modern, commercial, and approachable firm they are – just now with a brand that proves it.
What We’ve Done
- Strategic Planning
- Brand Development
- Corporate Style
- Stationery Suite
- Design
- Merchandise
- Collateral
- Templates
- Copywriting
- eNewsletter
- Website
- Project Management