Legal Appeal

Client: rae & partners

Project: Brand

rae and partners Logo


Law firms get a bad rap in popular culture, often being portrayed as severe, suit-wearing professionals in wigs. The previous rae & partners brand did little to correct this image.

Far from traditional, rae & partners has seen significant growth recently with the advancement of a new generation to senior positions and a revised focus on innovation and efficiency. They are a dramatically more modern firm, but from the outside how would anyone know?


The case for a rebrand

Our meetings with their leadership identified a disconnect between external communication and internal philosophies. The previous brand positioned rae & partners as traditional, not recognising their work to become one of Tasmania’s most progressive and dynamic firms.

A commitment to challenge the status quo and bring new ideas and energy into the legal profession in Tasmania should carry through to a revised identity.

rae and partners

The modus operandi

To express rae & partners primary motivation of being a clients’ advisor of choice, we stripped back the logo entirely – removing any fussiness. This straightforward approach was further conveyed through bold yet precise typography. Strong primary blue, lowercase text and striking layout result in a logo which is solid as well as approachable and contemporary.

Although the full rae & partners firm name has been retained, we developed the r&p iteration for use as a more informal alternative.


rae and partners office

The verdict

The new brand and its usage are outlined in a corporate identity manual which provides a set of standards to ensure a consistency across all marketing communications. The identify manual is an essential tool to maintain the integrity of the new rae & partners brand.

The rollout of the design to office spaces and across stationery is well underway, while a website update is still in progress.

The brand is striking and a much better fit for a market-leading contemporary law firm, with a much clearer reflection the rae & partners approach. Not a powdered wig for miles.

We’ll leave the summation to rae & partners director Mel Kerrison:

"Walker Designs took the time to understand our vision, and have created a bold new identity which expresses it."