CWC Solicitors
Case Study
Re‑imagining and modernising the brand identity for a growing solicitor firm navigating acquisition, expansion and greater market ambition.
The Mission
To guide CWC Solicitors through a full brand transformation, updating their visual and verbal identity while retaining core brand equity, so that they could confidently scale, expand into new territory, and present a modern, yet trustworthy and accessible legal firm image.
The Outcome
We delivered a cohesive rebrand (logo, typography, colour palette, imagery, graphics, collateral, signage) plus a strategic brand framework. We then facilitated brand rollout, stakeholder alignment, and activation guidelines to help CWC transition smoothly into their new identity across offices, internal teams, external partners, and clients.
The Impact
The new brand has reenergised internal teams, boosted confidence in future growth, enabled new marketing and sponsorship activity, and positioned CWC as a modern, approachable legal firm, one better equipped to pursue its five‑year plan and compete in a refreshed market role.
Share:
Services Provided
Brand Audit
Brand Strategy
Brand Workshops
Brand Identity design
Brand activation & rollout
Brand collateral design
The Challenge
CWC had grown through acquiring multiple offices and needed a brand identity that could unify diverse locations and present a consistent forward‑looking image. Their existing branding felt dated and overly traditional, which limited their ability to reach newer audiences or expand. The key balancing act was modernising without losing the trust, professionalism, and familiarity that long‑standing clients and local communities already associated with the brand. Additionally, the brand needed to adopt a clearer, more accessible message (hence the “move forward with confidence” tagline) while accommodating internal stakeholders with different expectations and legacy attachments.
Brand Design Inspiration Board
Developing the brand strategy
We began with deep discovery: brand audit, competitive landscape analysis, brand archetype and values work, and strategy workshops with leadership and designated brand team. From these we distilled CWC’s “promise space” in the legal market: to be a law firm that avoids ivory tower distance, operates with transparency and care, and consistently delivers a frictionless, client‑centric service. We positioned “moving forward with confidence” as the experiential anchor, the notion that clients may not always control outcomes, but they can control who they trust and how supported they feel during the process.
Refining and Focusing the Brand Identity
With a clear strategic foundation, we translated the positioning into visual and verbal identity:
- Brand pillars / key strategic focuses included accessibility, clarity, community, modern professionalism, innovation and service excellence.
- We developed messaging hierarchies and tone of voice guidelines to support consistent communication (from internal to external).
- The visual identity was designed to feel contemporary but rooted, clear typography, a refined colour palette, purposeful imagery, and graphic accents that suggest confidence and clarity.
- A flexible identity system allowed for consistency across multiple offices and touchpoints, while giving room for local contextual application (e.g. signage, local collateral, events).
Other brand collateral
To support Addinor’s launch and ensure consistent brand application, we developed a suite of collateral designed for both digital and physical touchpoints. Every asset was crafted to carry the Northern Lights-inspired identity seamlessly, reinforcing brand recognition at every interaction. The collateral not only provided a polished, professional presence but also equipped the Addinor team with the tools to communicate their expertise and value effectively across all customer touchpoints.
The Outcome
At launch, the refreshed brand was rolled out across all physical and digital touchpoints, office signage, stationery, business cards, folders, branded templates, environmental branding, and internal materials. We supported internal communication to engage and embed the brand across the team. We also delivered brand guidelines and a website brief/guidance so that the new brand could be translated into a digital experience consistently.
Because the brand now presents as modern, approachable yet competent, CWC has unlocked new possibilities: they’re confident in pursuing sponsorships, local community partnerships, expanding further, and more proactive marketing. Internally, staff feel more aligned around a unified identity. Externally, the brand is being positively received, feedback indicates people like the refreshed look and feel, seeing it as more current and in tune with what a modern law firm should feel like.
By repositioning away from an old, overly traditional legal image toward one of “modern, community‑rooted, frictionless legal support”, CWC now stands distinct in their market: no longer just “another solicitor firm,” but one that genuinely emphasises client confidence, simplicity, and forward momentum.
Elements worked with me to create a new brand, in a comprehensive package, where we spent time working on all aspects of the brand, from logo, imagery and colours, to website, audience and strategy. Elements were invaluable for their creative input into Activits, and we continue to work together on the next stages. Highly recommended, for all aspects of branding, and more.
Drew RowleyFounder Activits Nutrition 
More Projects
