Walker pender group
Evolving Tradition into Modernity while Retaining Identity

Walker Pender Group: A Brand Evolution

As a premium choice for both personal and professional representation in the Ipswich and Springfield regions, Walker Pender Group's reputation is anchored in quality and the personal touch they bring to their services. Their commitment to their clientele required a brand image that mirrors their dedication and is attuned to the evolving market demands.

Walker Pender Group had be trading for many years under their previous brand with an established series of clients. They wanted to rebrand their firm without taking a complete side step away from what their brand was.
In the landscape of legal representation, branding often straddles a fine line between upholding traditions and embracing modernity. Walker Pender Group wanted a logo that would be contemporary, while still being deeply rooted in its legacy. This refreshed logo needed to be versatile enough to seamlessly integrate across all business collateral, ensuring brand consistency. Moreover, it was imperative to be sensitive to the existing clientele, potential audiences, and the competitive landscape.
Logotype with legacy and versatility.
Our design direction hinged on the "WP" initials of Walker Pender Group, resulting in a robust logotype that exudes confidence and yet is versatile enough for instances where the full brand name might be redundant. Recognising the importance of colour in brand recall, we embraced a deeper, sophisticated forest green as the central hue. However, in an ode to their past and to ensure continuity, the existing lime green was subtly integrated into the new colour palette. This approach balanced novelty with familiarity, aiding in brand recognition among their loyal clientele.

Brand Strategy


Brand Identity
Brand Guidelines
Business Stationery

Balancing Evolution with Identity
Legacy brands hold a unique position in the market, characterised by years, sometimes decades, of trust, reliability, and emotional connections with their clientele. Refreshing or rebranding such entities requires a nuanced approach. It's akin to rejuvenating a classic artwork—enhancing its features without compromising its essence. The goal is to resonate with the contemporary audience while honouring the rich tapestry of history and values that the brand embodies. Every design decision, from colour palettes to typography, should pay homage to its roots. It's a delicate dance of preserving the brand's core ethos while infusing modern elements to ensure its relevance in today's dynamic landscape. In essence, working with legacy brands is about celebrating their past achievements while paving the way for future successes.
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