This project wasn’t about changing who Rudlings are. It was about changing the way they showed it, with:

• Full brand strategy and positioning
• Clear, person-centred brand voice
• Bespoke logo, colour palette, and typography
• Comprehensive brand guidelines and toolkit
• New fully optimised website with bespoke video and imagery
• Launch communications for internal and external use

Our research told a consistent story: clients felt supported, listened to, and in safe hands. Rudlings to them wasn’t just a legal service – it was someone to trust in life’s more challenging moments.

It was empathy, clarity, and care. Things you don’t get with every law firm. But from the outside, that didn’t come across.

Our challenge, then, was repositioning Rudlings to reveal what was already true – a brand that was confident, modern, and progressive. One that’s proud of its 100+ years of history, but one that also prides itself on modern thinking, clear advice.

Inspired by leading law and architecture firms, as well as international design studios, we created a visual and verbal identity that blended confidence with kindness, expertise with empathy. Because that’s the place where Rudlings exists: where expertise meets empathy.

From a bold new logo to a carefully considered voice, every part of the brand’s new identity found the balance between modern thinking and trusted tradition. Confidence came through in simplicity and empathy came through in tone.

The brand felt like Rudlings from first glance.

The first thing you notice is the logo.

A bold marque that incorporates several geometric shapes and design elements to create a modern, dynamic logo, alluding to the Rudlings name, its core values, and person-centred approach.

Inspired by modernist principles, geometric shapes (blocks, oblongs, circles) create a bold ‘R’ form, communicating the brand with clarity and objectivity. Geometric shapes evoke a sense of stability, simplicity, and continuity. Unnecessary details are stripped away. An emphasis is placed on lucidity.

The negative space within the logo creates an open door, symbolising Rudlings’ open, personable approach and the opportunities working with them unlocks.

The mix of smooth curves, straight lines, and negative space makes for a unique, recognisable marque that can be used distinctively across the brand, while the modern sans serif typeface speaks warmly, with confidence and clarity.

The colour palette had to be rich, evocative, and warm. Made up of orange and teal tones, it exudes confidence and sophistication, while also feeling familiar and ultimately recognisable.

A fresh spin on the overused blues of competitors, the teal nods to Rudlings’ heritage but updates it for the modern world. By incorporating gradients and accent colours, our creative studio built a strong, vibrant, and legible digital identity, reflecting the vision behind the rebrand.

Confident without being cold, professional without losing warmth. Rudlings’ voice had to be just right. It had to prioritise clarity, empathy, and accessibility – cutting through legal jargon to make clients feel seen, supported, and in control.

We developed comprehensive brand voice guidelines so every word used by the brand can reflect its person-centred approach and modern, progressive outlook. The result is a law firm that sounds just like it operates: trusted, relatable, and reassuring at every step.

Whether it’s a website headline, a brochure, or a social post, there’s a consistent voice across media and platforms. A voice that understands the emotional weight behind legal challenges and responds with both expertise and empathy. In a sector often seen as impersonal, Rudlings now sounds exactly like itself: a compassionate team that puts people first.

In today’s digital world, a brand is only as strong as its presence online. So Rudlings’ website needed to reflect the same clarity, confidence, and care as the rest of the rebrand.

We designed and developed a completely new site from the ground up: a fresh sitemap and page architecture that made it easier to navigate, easier to find, and easier to understand. The UX was built around user needs, while the visual design brought the new brand to life, blending simplicity with warmth and clarity.

To bring even more energy and personality to the website, we filmed and edited a dynamic brand video — capturing the places where Rudlings operates – and photographed the entire firm in the brand’s new modern, metro-chic style.

With over 30 fully optimised pages, informed by comprehensive SEO keyword research, that cover everything from personal legal services to specialist commercial advice, the site now works harder for the business – and the people who rely on it.

Our dedicated content and SEO teams collaborated with department heads across Rudlings to ensure each page was accurate, accessible, and strategically written to boost visibility in search while also communicating the firm’s expertise.

The new brand was unveiled first to Rudlings’ team at an internal launch event and then to partners and clients publicly. The reaction was immediate.

For staff, it brought renewed pride. For clients, it added clarity and confidence. And for Rudlings, it marked a turning point. Not necessarily a change in direction, but a clearer way forward.

This wasn’t a one-off project. It was the start of an ongoing partnership.

We continue to work closely with Rudlings on a monthly basis, helping their brand show up consistently and powerfully across all channels.

Because in a legal world that keeps evolving, Rudlings now has a brand that can evolve with it – while staying true to what’s always made it different.