When Robertson Pugh Associates LLP was preparing to launch, it needed a brand identity that reflected the reputation, clarity and confidence of its founding partners – without feeling like every other firm in the space.

We partnered with Elizabeth Robertson and Henry Pugh to craft a bold, contemporary brand from the ground up, working at pace to meet a fast-approaching go-live date.

A newly formed independent business crime and investigations practice with deep credibility and high-profile networks, the law firm needed to:

• Launch with a refined and authoritative market presence
• Articulate a clear, distinctive narrative that set them apart from white-collar crime teams in traditional firms
• Create operational assets and a visual identity that would scale with their ambitions

Narrative & Messaging Framework
We began by crafting a succinct, confident positioning statement – one that captured the seniority, discretion and agility of the firm. This became the foundation for a broader messaging framework tailored to different audiences, including prospective clients and future employees.

Visual Identity
Working closely with the founders, we developed three creative directions before refining the chosen route into a full visual identity. The final brand strikes a balance between contemporary elegance and professional restraint – with a logo, colour palette and typography designed for longevity across digital and print.

Digital Launch
We designed, built and launched a streamlined landing page to support day-one communications, as well as setting up hosting and planning for the full website rollout. We created business-critical assets including business cards, letterhead templates, PowerPoint and Word templates and a Capability Document to share with prospective clients.