Translating heritage businesses for the digital age: how 100+ years of trading provided the perfect backdrop for Nicholsons Solicitors’ brand refresh.

How do you translate over 100 years of a brand’s heritage into communicating their energy and ability to work in today’s modern landscape?

That was the ask from Nicholsons Solicitors, a proudly local law firm celebrating over 100 years of helping businesses and individuals navigate life’s opportunities and challenges.

Originally, we were instructed to give consultancy on marketing for the firm and develop a new website, but it was clear that they needed a brand refresh in order to make the impact they were hoping for.

Sometimes it’s not a full rebrand that’s needed, especially in heritage businesses; there is a lot of currency in the existing brand. We took the bones of the brand — centred around the Nicholsons ‘N’ graphic — and modernised the wordmark, also building a visual language and colour palette that would define each department and work across other platforms. We also brought the team to the fore; it’s the people that have built that legacy, and they needed a better spotlight.

From social posts to in-house merchandising, a new future-proof website, ad campaigns and messaging, the brand has been rejuvenated. We hope it continues to serve them well into their second century.