Rufus Leonard Gives Law Firm Striking New Look

Rufus Leonard and Wragge & Co have launched a new identity and website for the UK and international law firm. Bold new corporate literature and a newly designed and restructured website, using a strong red and black theme, showcase the new brand messaging and updated look. The new work aims to realign the look and feel with the firm’s key brand values: confidence, quality and value.

An in-depth brand strategy review formed a core part of this project. It included detailed consultation with key stakeholders including the managing and senior partners, team leaders, representatives from the marketing, business development and recruitment teams, recent graduate in-take and support staff. It led to the creation of a new positioning for the firm – More than the Law. The idea came from consultation with employees, who stated they regularly deliver clients business and commercial advice, which goes beyond legal matters.

Rufus has also developed creative for both above and below-the line campaigns for Wragge & Co’s Real Estate Group (REG). With the aim of raising the group’s profile with prospective clients and aiding high-level recruitment, a poster campaign ‘Surprisingly Big in Real Estate’ is running in London tube stations, with ads and magazine wraps featured in the trade press. The above-the-line work is supported by a direct mail campaign using 500 branded Jenga boxes with the strapline ‘Size Matters’. The REG campaigns have already generated a strong personal response and a number of sales leads for the firm.

Liz Whitaker, director of corporate communications at Wragge & Co commented, “Rufus Leonard has helped us to develop an authentic brand that works for a number of different stakeholder groups including graduates, property professionals, in-house lawyers and our own people. Their understanding of, and interest in, our business has been impressive and they have delivered at every step of the way from a solid brand strategy, outstanding project management and relevant creative across print and on-line communications. It's still early days but the initial response and feedback has been positive."

Andrew Pinkess, Director of Strategy at Rufus Leonard commented, “We have really enjoyed working with Wragge & Co developing its new brand, particularly as it’s a firm that is really prepared to be bold in its creativity. The new identity and the recent real estate campaign have been as ground breaking as our early work on Wragge’s ‘Breaking the Law’ campaign– and the end result gives them real stand-out.”

For further information on Wragge & Co go to

About Rufus Leonard
Rufus Leonard is an award-winning top 10 agency in brand and digital consultancy. The agency was founded in 1989 by Neil Svensen and now employs over 80 people specialising in strategy, digital, design and branding. Clients include Lloyds TSB, Environment Agency, Churchill, Rolls Royce and Transport for London. For more information about Rufus Leonard, our people and culture, go to

For further information please contact:
Shelley Facius
PR Consultant

Published on: 12:00AM on 5th February 2008