Walker Pender Group
Legacy law firm rebrand for modern Ipswich
A brand refresh for Walker Pender Group, an Ipswich law firm with roots dating back to 1874. We created a contemporary identity that respects 150 years of history while attracting today's clients.
The Challenge
Legal firms live and die by reputation. Walker Pender Group has been serving Ipswich families since 1874. That's five generations of trust. You don't mess with that lightly.
The firm wanted to attract younger clients. Modern families. Business owners looking for contemporary service. But their existing clients chose them because of that established legacy. Longtime clients who'd been with them for decades. Referrals based on family history. The kind of trust you can't buy.
The rebrand had to walk both sides. Look fresh enough to catch the eye of someone searching online. Feel familiar enough that a 30-year client wouldn't think the firm had sold out. Balance those two, or lose one audience trying to win the other.
The Solution
We built the new identity around the WP initials. Strong, confident letterforms that work as a standalone mark. The kind of logotype that looks good on a business card or a building sign. Versatile enough to scale from social media avatars to office signage without losing impact.
Color was the critical decision. The old brand used lime green. Bright, noticeable, but dated. We shifted to a sophisticated forest green as the primary color. Deeper, more refined, more aligned with premium legal services. Then we kept that lime green in the palette as an accent. Existing clients would still see the familiar color. New clients would see the contemporary aesthetic.
The brand guidelines gave them a complete system. When to use the WP mark versus the full name. How the colors work together across stationery, digital, and environmental applications. Typography choices that balance professionalism with approachability. Clear rules so the rebrand stayed consistent across every touchpoint.
We designed the full stationery suite. Letterhead, business cards, compliments slips. The kind of materials a law firm uses daily. Each piece reinforced the new identity while maintaining the equity they'd built over 150 years.
The result is a brand that feels established without feeling old. Modern without abandoning history. It tells the truth about who they are: a law firm with deep Ipswich roots and contemporary service standards.
The Rebrand Approach
Working with Legacy Brands
Rebranding a 150-year-old firm isn't like designing from scratch. You're not building brand recognition. You're managing it. Every decision affects how existing clients perceive the change.
We started with competitor analysis. How other Ipswich firms positioned themselves. What visual language dominated the local legal market. Where Walker Pender could differentiate without alienating their base.
The WP logotype became the anchor. Initials have heritage. They suggest establishment. Think IBM, HP, JP Morgan. That sense of longevity worked for a firm that's been around since the 1870s. But the execution was contemporary. Clean lines, balanced proportions, modern refinement.
Color Psychology in Legal Branding
Forest green signals trust, stability, growth. It's common in financial and legal sectors for good reason. The shift from lime to forest green matured the brand instantly. Less consumer-facing, more professional services.
Keeping the lime green as an accent was strategic continuity. Existing clients would see echoes of the old brand. Subconscious recognition. New clients wouldn't notice, they'd just see a cohesive contemporary palette.
Delivery and Implementation
The brand guidelines document became their long-term asset. Detailed enough for a print shop to execute correctly. Clear enough for internal staff to maintain consistency. Specific applications for digital, print, environmental, and promotional use.
The stationery design set the standard. Once that foundation worked, everything else followed. Website updates, signage, marketing materials. All stemming from those core identity pieces.
