A brand to position a regional law firm for its next chapter

A leading regional law firm and private wealth specialist with a brand that was becoming tired and dated sought TOMD to create a new image that reflected its values.

In this post, we share how we approached the brief, and how we carried out a brand refresh to add value to their brand.

A new brand to position a regional law firm for its next chapter

Guided by expertise, defined by trust

The client

Attwaters Solicitors is a regional law firm with offices based in Hertford, Ware and Loughton, and facilities to meet with clients in London and Harlow. The firm prides itself on being private wealth specialists, and has won various accolades over the years for its outstanding private wealth services. The firm operated as Attwaters Jameson Hill Solicitors from 2012 until April 2025.

The brief

The client asked TOMD to facilitate a brand refresh. To coincide with its move to become a limited liability partnership (LLP), Attwaters sought a fresh brand that would update its image and reflect its position as a private wealth specialist law firm.

Attwaters were clear that they did not want to deviate too far from their existing brand, particularly the colours. As such, the focus was on creating a refreshed brand that was modernised and reflective of the firm’s current position, status, change of business ownership structure and name.

Brand is a hugely important aspect of communicating with existing and prospective clients. A business can have the best staff and systems available, but a brand can really let it down if it isn’t sending the right message. Attwaters needed to ensure their brand was positioning the firm as a market leader, not fading into the background.

Refreshing the brand, reaffirming the promise

What TOMD delivered

We started by recreating the Attwaters logo, giving it a modern uplift. Subsequently, every marketing item needed updating, from collateral, stationery and signage, to merchandise, email signatures, email campaign software and social media channels. We made significant updates to their website, including a revamp of their navigation menu, replacing images styles across the site, improving page formats and templates, to aid user experience.

As part of the brand refresh, we also produced a lot of content for the website to communicate the new makeover. We produced explainers for the firm to send to clients, contacts, introducers and the press, to announce the new name and branding and reassure existing clients that they wouldn’t be adversely affected.

Key considerations for a successful brand refresh

A primary task was to bring the brand up to date and reflect its longevity and standing within the towns their offices are based in. Therefore, there was a strong local approach to communicate this message to the relevant local communities.

Moreover, the business has undergone several acquisitions and mergers over recent years – and the new branding was intended to help the firm spread its wings and start its next chapter as Attwaters Solicitors LLP. We needed to convey that this is an exciting new start but also that clients can expect the same reliable service they have experienced for decades.

Refreshing without losing identity

Brand refresh challenges

The main challenge with this project was juggling the sheer number of tasks required. Completing it successfully reinforced the importance of having a strong team to carry out all the work; it would simply have been impossible to complete by one person.

We also had to be mindful about not deviating too far from the current brand, so that clients would continue to recognise it as the same business. This is especially important with a firm like Attwaters, which has such strong regional and local connections, as well as physical offices.

From vision to reality, with lasting impact

The end result

After nine months of dedication, we were delighted to deliver a full brand refresh that retained the history and identity of the firm, while also offering a rejuvenated look that reflects its new business position.

“We’re delighted with the outcome of our brand refresh. TOMD were dedicated, thorough, and a pleasure to work with from start to finish. They really took the time to understand our vision and delivered results that exceeded our expectations.”

At the end of a project as big as this, the overwhelming feeling for the TOMD team is satisfaction at seeing everything up and running, especially knowing that all the hard work has paid off.”

Sheri-Anne Mizon, Attwaters’ Managing Partner

Our thoughts

Rachael, Head of Client Marketing at TOMD, said:

“At TOMD, we love branding projects – they’re a chance to reconnect with the core of a business. While this wasn’t a full rebrand, the refresh involved extensive work and unique challenges, especially balancing a modern update with the existing identity. We’re thrilled with the result and even more so knowing how pleased Attwaters are. We take pride in delivering the best outcomes for our clients.”

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Let’s talk

Trust TOMD to handle your brand refresh

We know that getting a new brand identity can feel daunting. With a brand refresh, you can keep as many elements of your original branding as you like, while giving your business a rejuvenated feel. We will always listen to your priorities, to give your brand a new lease of life that sets it up for long-term success. Get in touch today to kickstart your new brand.