The Brief
Darwin Gray, a leading solicitor firm in Cardiff, approached us with the challenge of updating their branding to better reflect their capabilities and expertise as one of the city's biggest firms. Their existing brand, which had been in place since the mid-2000s, no longer conveyed the professional stature they had developed over the years. At the same time, Darwin Gray wanted to maintain their unique personability and relationship-building approach with clients—traits that set them apart from larger, more corporate competitors. The goal was to create branding that captured the balance between the heart of a small high street firm and the experience and capability of a national organisation.
The Process
To establish Darwin Gray's values and develop both an internal and external-facing brand strategy, I conducted separate workshops with DG’s senior partners, mid-senior staff, and junior trainees. These workshops included open-table discussions focused on the firm’s working environment, key strengths, communication habits, team structure, and overall culture. The insights gathered from these discussions provided me with a clear understanding of the brand personality that needed to be conveyed through the updated identity and wider visual language, ensuring the brand accurately reflected Darwin Gray's unique culture and capabilities.
Additionally, I conducted surveys and mass data collection with 25 of Darwin Gray's key clientele to gain valuable insights into what sets the firm apart and why clients choose to engage with them. This external feedback played a critical role in identifying the core personality traits of the brand, ensuring that these elements were effectively represented in the updated branding to resonate with both internal and external audiences.
The ultimate goal was to modernise Darwin Gray's appearance and appear more professional to widen client prospects while maintaining a connection with their long-standing retainer clients and ensuring they didn’t feel alienated by the update.
The Results
The new brand for Darwin Gray is built on the idea of connections—a representation of their committed approach to collaboration and communication, while celebrating their unique relationships with both clients and colleagues. At the heart of the identity is a traditional yet dynamic serif typeface, which balances rounded elements and varied stroke widths to evoke a friendly, welcoming feel. The parallel characters in the typeface reflect the professional relationships that set Darwin Gray apart. A trusting, professional palette further enhances the brand, striking a charming balance between being expert and friendly, authoritative yet considerate, perfectly aligning with the firm's values and approach.
The successful launch of the new Darwin Gray brand took place at the company’s annual autumn event in 2024, where staff and clients gathered to celebrate the beginning of a new era. The event marked a pivotal moment for the firm, with the refreshed branding creating a sense of excitement and renewal. It was an opportunity for Darwin Gray to showcase their modernised, professional identity while reinforcing the strong relationships they’ve built with clients. The launch was met with enthusiasm, as the brand resonated with both internal teams and clients, setting the tone for the firm’s continued growth and success.
