Taking care of a leading law firm
Client
Jacksons Law Firm
Project
Jacksons Rebrand
Services
Sector
The Brief
Jacksons wanted to stand out, attract the right clients and talent, and reclaim their reputation as the caring, leading law firm. The brief was to create a brand that authentically represents who they are — modern, dynamic, and deeply human — and build a platform for future growth. They needed to be clear, confident and cohesive. Inside and out.
Jacksons is the North East’s trusted independent law firm — combining expert legal insight with genuine care. Since 1876, they’ve guided generations through business and life. Their approach is personal, practical and collaborative. But their brand wasn’t showing it. With a young, progressive culture and sharper ambitions, it was time to realign identity with reality.
The Solution
We created a cohesive brand strategy and identity that aligns the external experience with the internal reality. Through a new vision, values and tone of voice, we shaped a brand that embodies Jacksons’ practical insight and personal care. Then we brought it to life with a distinctive visual system and an intuitive new website, designed to engage, support and grow.
Taking care of a leading law firm
The Brief
Jacksons wanted to stand out, attract the right clients and talent, and reclaim their reputation as the caring, leading law firm. The brief was to create a brand that authentically represents who they are — modern, dynamic, and deeply human — and build a platform for future growth. They needed to be clear, confident and cohesive. Inside and out.
Jacksons is the North East’s trusted independent law firm — combining expert legal insight with genuine care. Since 1876, they’ve guided generations through business and life. Their approach is personal, practical and collaborative. But their brand wasn’t showing it. With a young, progressive culture and sharper ambitions, it was time to realign identity with reality.
Jacksons wanted to stand out, attract the right clients and talent, and reclaim their reputation as the caring, leading law firm. The brief was to create a brand that authentically represents who they are — modern, dynamic, and deeply human — and build a platform for future growth. They needed to be clear, confident and cohesive. Inside and out.
We created a cohesive brand strategy and identity that aligns the external experience with the internal reality. Through a new vision, values and tone of voice, we shaped a brand that embodies Jacksons’ practical insight and personal care. Then we brought it to life with a distinctive visual system and an intuitive new website, designed to engage, support and grow.
Case closed
Whether buying a home or resolving a dispute, every legal matter is a moment of significance. Jacksons provide reassurance, empathy and expertise, every step of the way. It’s a commitment to care that spans generations and moments. It’s why clients choose Jacksons — and why they stay.
This idea shapes every brand expression. It’s the truth behind the tone, the lens through the lens, and the message woven through every word: Jacksons. Taking Care.
The character witness
This archetype informs every touchpoint — from language and layout to colour and culture — ensuring Jacksons are seen (and felt) as they truly are: wise, warm, and trustworthy.
The right to be heard
It’s straight-talking but never blunt; measured but never cold. A voice that listens, empowers, and gets things done. Internally, it helps unify communications and culture. Externally, it makes complex topics easier to grasp — and easier to trust.
The visual evidence
From layouts and photography to motion design, the lenses bring energy and emotional resonance. When they meet, they embrace — signifying support, clarity and trust. They’re soft, never hard-edged. Always alive, never static. Together, they reflect Jacksons’ core promise: to be a steady, expert guide through life’s biggest moments.
Better call Heim
Calluna, a classic serif with chunky confidence, is reserved for key moments — like the heritage date “since 1876” — to subtly nod to the firm’s long-standing roots. This typographic palette reinforces the voice pillars. Clear. Thoughtful. Assured. It’s typography that speaks like Jacksons do.
Taking the stand
We’ve also rolled out Jacksons’ new look and feel online, with a reimagined digital experience. Built on our custom WordPress CMS, the site provides flexible content management and a responsive structure tailored to personal and business audiences alike.
Designed with user journeys front and centre, it caters to startups, SMEs, personal clients, and potential employees. Modular layouts, scalable content, strong CTAs and a sharp design language make the experience intuitive and impactful. From SEO and accessibility to expression and architecture, the site is built to evolve. It’s a lead generation tool, a talent magnet, and a confident reflection of who Jacksons are — today and tomorrow.
“The new brand reflects Jacksons as the North East’s trusted independent law firm and we now have an identity that balances our heritage with modernity. 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.”
Erica Turner
Head of Legal, Jacksons
