Hugh James, a leading UK full-service law firm, has revealed its new brand identity to reflect the ambitious growth of the thriving firm.
The fresh new brand captures the firm’s unique position fighting for the things that matter to individual and business clients across the UK and internationally, while retaining its deep roots in the communities where it all began.
The modern brand refresh reflects the challenger mindset that unifies Hugh James’ multidisciplinary expertise across all four points of the compass in England and Wales. From its Cardiff origins spanning over half a century, to its growing presence in London and Manchester and its offices on England’s South Coast, the refreshed brand articulates the firm’s purpose to protect individuals and businesses across a diverse spectrum of sectors and divisions.
Developed by London-based creative agency, Curious, the fresh look and feel is underpinned by the firm’s commitment to making a positive impact for people and planet. With insight from extensive employee workshops, the firm has placed a renewed importance on its values to better reflect its people and the fair and inclusive culture at the heart of the firm.
The firm’s refreshed brand is aligned to its 2022-27 Bigger Bolder Better strategy which has, to date, seen the acquisition of leading firms in Cardiff, Manchester and Chester respectively, all while more than doubling its London footprint to reflect its growth in the City.
Speaking of the brand refresh and working with Curious, Joe Purcell, Director of Business Development and Marketing at Hugh James, commented: “This is an extremely exciting time for our firm as we continue to strengthen our presence and unite our legal expertise across all four points of the compass in England and Wales, and we need our brand to tell the story of a modern Hugh James while reassuring the market about who we are.
“Curious, our brand agency, has delivered on the extremely complex brief of creating a fresh identity that combines the roots and values of our people across all our UK locations with the excellent legal service we provide to clients across diverse sectors and divisions.”
“I’m delighted with the results of the brand refresh which far better reflects our dynamic and progressive firm, the values of people at the heart of it, and our commitment to responsible business practices. I’m confident our new brand identity will resonate with our employees, clients and communities alike, as we continue to grow our business together for the future.”
The brand retains the Hugh James name and signature red, with a refreshed and extended pallet and a refined logo and ‘adaptive’ brand devising a system of shapes to represent the firm’s characteristics – driven, fair, inclusive, protective, robust. The updated website reveals its colourful and engaging employer brand, bringing in purples, pinks and greens, to represent its diverse and growing people, clients and communities. The core idea “Challenge accepted” captures the firm’s self-belief, obsession for solving problems and its overarching purpose – to protect a business and individuals. Challenge accepted also crafts an authentic narrative about Hugh James’ culture and values and provides a framework for how its people act and work
