Thackray Williams

Legal excellence, personally delivered

Overview – Law firm branding

Thackray Williams are an established regional law firm, known for excellence and personality. They came to us with an outdated brand that didn’t reflect what they did, how they did it or most importantly, why. From research through to strategy, design and implementation, we re-positioned the 160-strong firm with an identity that truly reflected their core purpose, values and ambitious business strategy.

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Insight & Strategy

Research, interviews, competitor analysis and workshops revealed one core brand truth: it was the people at Thackray Williams who were the firms greatest asset and the key to continued client success. From this grew an identity grounded in human connections and the strength of people working together. We established that the firm worked in two clear categories; ‘Law for Life’ and ‘Law for Businesses’, resulting in a colour palette reflecting these two spaces.

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Illustrative style

We supported the visual identity with a set of hand cut paper illustrations to deliver personal and people focused messages. By introducing these visual narratives to the brand, what were once complicated legal matter are now topics that are easy to understand and relate to.

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Website

The new site needed to reflect the company's newly defined proposition as well as their approachability and personality. We designed a fluid system, with simple signposting and an intuitive interface. The content strategy closely followed the brand structure, with tailored content for both professional and personal demographics, as well as a dynamic knowledge centre to accommodate latest and topical releases. 

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User experience and interface

Extensive research into user personas helped us determine user journeys and establish key points of engagement. Content access became key so we develop a streamlines siteplan and a navigation system that allowed users to access multi-layers of content with a single click. 

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“Ascend Studio have helped us create what we thought impossible – a robust brand that really captures what the firm means to everyone in it. From the very start of this rigorous process they filled us with confidence and managed to succinctly guide our ideas and suggestions to create something that we are really proud of. I have no hesitation in recommending the team at Ascend Studio. They are a pleasure to work with.”

James Bradshaw
Marketing and Business Development Manager 
Thackray Williams LLP