The next chapter in 150 Years of Taking Care

Backed by a new brand that reflects their modern, dynamic culture and personal approach, Jacksons are reinforcing their position as the North East’s trusted independent law firm. Amie and Erica sat down with our MD, Mark, to discuss culture, evolution, the role of brand, and what lies ahead.

For those who don’t know you, can you tell us a little about yourselves, Jacksons and your new leadership roles?

Amie: “Jacksons is a trusted, independent law firm with deep roots in the North East. Since 1876, we’ve been helping people and businesses navigate legal challenges with confidence, clarity and care.”

Erica: “I work team-wide to develop and deliver the future of the firm, while also working closely with our Commercial Property team, particularly on renewable energy projects, which is a really exciting space for us. Away from the office, I’m a proud German Shepherd owner and a bit of a petrolhead.”

Amie: “I lead on operational excellence across the firm, making sure we’re always meeting and exceeding the high standards we set for ourselves. It’s about making sure everything works — and works well. When I’m not doing that, you’ll usually find me with family… or enjoying some chocolate. Often both.”

As you’ve mentioned, Jacksons was founded in 1876, what has helped the firm stand the test of time?

Erica: “It comes down to trust and adaptability. We’ve always evolved with the times, while staying true to our values. People trust us to be there when things go right and when things go wrong. Our people, whether that be our employees or our clients, really make Jacksons what it is.”

Amie: “That longevity comes from consistency. We’re professional, pragmatic and deeply personal. Generations of clients have relied on us because they know we care about outcomes and relationships, not just transactions.

“Buying a house, arranging a will, selling a company, resolving a dispute… Jacksons has guided generations through life’s biggest moments. Always with clarity, care and confidence.”

Erica: “For well over a century, we’ve delivered expert legal services with reliability and heart. It’s not just what we do, it’s how we do it — with understanding, with simplicity, and with a deep sense of responsibility. That’s what’s kept people coming back, generation after generation.”

With you both at the helm, Jacksons is firmly looking towards the future. Can you tell us about your ambitious plans for the business?

Amie: “I’m very excited about the future direction and growth of the business. Our succession plan has been in the making for the past year, to ensure the firm has the personnel, management and client base to remain relevant for the next 150 years. We want to be the North East’s most trusted, people-first law firm. We want to grow, attract new talent, and keep raising the bar for service and support.”

Erica: “We’ve already demonstrated Jacksons’ commitment to recognising and rewarding talent within its team. We’ll continue investing in our people, embracing innovation, and staying close to what matters. We’re building something that lasts — modern, relevant and rooted in purpose.

“Further strategic developments are also in the pipeline, including the growth of our Newcastle office, further development of legal specialisms and building on existing employee engagement programmes.”

To support your ambitious growth plans, you’ve launched the new brand. Why now?

Erica: “The honest answer? We’d outgrown our old brand.

“It didn’t reflect the firm we are today — or the future we’re building. Internally, we felt strong, capable and energised. But externally, that just wasn’t coming through.”

Amie: “The brand felt outdated and corporate. We knew we needed to bring clarity, confidence and personality to the forefront. This was about realignment — getting our outside image to reflect the reality inside the business. Ultimately, we needed a brand that balanced our heritage with modernity in both the working environment and the legal services profession.”

Erica: “I’d honestly recommend this exercise to every business. It’s transformative. It helped us reconnect with our purpose, define our values, and sharpen how we show up in the world.”

The brand was launched at two exclusive events in Teesside and Newcastle. How did they go and what’s been the feedback?

Amie: “The atmosphere at both events was incredible. You could feel the energy and pride, especially from our team. As well as a rebrand, it was a cultural shift.”

Erica: “The feedback since has been overwhelmingly positive. Clients, peers, even competitors have said the brand finally reflects who we are — warm, confident and people-focused. That reaction has validated the entire journey.”

Launching a new brand is not something you’ve done before. How did you find the process?

Erica: “Eye-opening and empowering. It wasn’t about colours and logos — it was about identity.

“Who are we? Why do we matter? What do we stand for? The team at Better helped us unpack that and rebuild from the inside out.

“The process involved some soul searching on why the firms’ partners and employees do what they do day in and day out. We talked a lot about how we are always looking to the future, finding new ways of doing things and evolving to meet the needs of our people and our community.

Amie: “What made it special was how collaborative it was. We involved people from every part of the firm. That’s why the end result feels real — it wasn’t ‘given to us’, it was built with us.”

The new brand looks and feels very different. Can you tell us more about the strategy and visual identity behind it?

Erica: “Strategy came first. We needed a brand that matched our mindset — pragmatic, empathetic, and always evolving. That strategic clarity shaped everything else.”

Amie: “Visually, we’ve found a balance between heritage and modernity. The new logo combines bold and more classic type choices, while the oversized full stop says we’re confident in who we are.”

Erica: “The ‘Lenses’ are also a key part of our identity.

“One represents us — warm, strong, supportive. The other represents our clients — calm, clear, and seeking reassurance. They overlap and embrace. That’s the relationship we aim to build.”

Amie: “The colour palette reinforces it all — River Teal for heritage and place, Bridge Blue and Legal White for clarity and contrast. It’s elegant, personal and practical. Just like us.”

Erica: “Each of the components, both verbal and visual, works together and is grounded in meaning, ensuring the new brand reflects who we are and who we have always been.”

You mention that ‘Taking Care’ was the Big Idea behind the brand and became the new strapline for the firm. How does this represent the business and you as leaders?

Amie: “‘Taking Care’ is how we work. We take care of the process, the people, and the outcome. That applies to every matter, whether it’s a will or a company sale.”

Erica: “It’s also a leadership ethos. We take care of our team, our clients and our community. It’s become a mantra — visible in our manifesto, our language, even how we make decisions. It’s personal and powerful.”

Looking ahead, how do you define ROI for your brand investment?

Erica: “I don’t think it can just be about the numbers. It’s in how people feel when they see us or work with us. Do they feel confident? Do they feel seen and supported?”

Amie: “We’ll measure metrics like enquiries, talent attraction, and client feedback.

“But for us, brand is the glue — it brings cohesion, purpose and momentum to everything we do.”

And, what about you both… what does the future hold for Erica and Amie?

Amie: “More growth. More momentum. More of the right kind of progress. We’ve set a clear direction as a firm, and now it’s about continuing to deliver on that, raising the bar for ourselves and for our clients. Personally, I want to keep building a culture that’s ambitious and supportive. One that empowers people to thrive.”

Erica: “For me, it’s about continuing to challenge what a law firm can be. We’re not here to stand still. I’ll be focusing on the bigger picture — how we evolve, how we lead, how we stay relevant for the next generation. It’s a privilege to be shaping that future. And I genuinely believe the best is still to come.”

What are you both most proud of and why?

Amie: “Without a doubt, the rebrand is up there. Not just because of how it looks, but because of how it feels.

“It’s connected our people, energised our culture, and made a clear statement about who we are and where we’re going.”

Erica: “I’m proud of that, too — but 2024 gave us so many moments to be proud of. We were named Law Firm of the Year at the Northern Law Awards, and Amie won the Practice Management Award at the same event, which says everything about the culture we’re building.”

Amie: “We’ve also promoted from within, brought brilliant new talent into the business, and welcomed more clients who share our values. It’s been a year of big milestones, but they’ve all been built on the same foundation: Taking Care.”

Erica: “For me, it’s about impact. On our clients. On our team. On the region we care about. We’re just getting started — and I couldn’t be more excited for what’s next.”

Jacksons is a brilliant example of a heritage brand embracing evolution with clarity and courage. Under Amie and Erica’s leadership, they’ve not just modernised a visual identity — they’ve aligned brand with belief, purpose with practice, and reputation with reality. They’re not just taking care. They’re taking charge.

You can read more of Mark’s chats with business leaders, discussing their organisations, the importance of brand and more. Head to Jacksons’ new site to discover the brand.