![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65faf0b2df0c580ec922daec_New_HK_Header.png)
Rebranding & Strategy Project
Creating a brand to be the South’s leading law firm
The Challenge:
Humphries Kirk are one of the leading law firms in the South, but they needed a brand overhaul in order to reflect this, and attract bigger clients.
Research and Planning
Rebrand
Brand Guidelines
Strategic Positioning
Video Production
Signage
Internal Comms
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b6d6d66ecff77d7f5588_HK-Law_Image_1.jpg)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b89a18961795cc727a53_HK-Law_Image_2.jpg)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b8a28302ac690c9ec279_HK-Law_Image_3.jpg)
Our Solution
In our Stakeholder research phase we found so much goodness in the firm and its partners - great service, but with a progressive attitude and inclusivity not reflected in its traditional name and look. We started with a name change for the modern era, and washed through a more confident mindset and brand feel. The warmth we wanted to portray culminated in our brand positioning ‘you’ll like us’. This slightly provocative headline took on the industry insight - people often feel intimidated and confused in their dealings with solicitors - far from the reality of HK Law.
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b99c9cba6a3af8735bae_HK-Law_Image_4.jpg)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b9e725b0c6882a3897af_HK-Law_Image_5.png)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b9eb87e43d6b0813f1e2_HK-Law_Image_6.png)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1b9fd91b4ef89a2f32e43_HK-Law_Image_7.png)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1ba91bdbc82a4e63d3124_HK-Law_Image_8.jpg)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1ba9618961795cc74ad11_HK-Law_Image_9.jpg)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1baa71a4ae6115ad32de0_HK-Law_Image_10.jpg)
![](https://cdn.prod.website-files.com/65e983157cf0ac0768710f9b/65f1babfe59d37ce4922eb6c_HK-Law_Image_11.jpg)