Out with the Old
- Daniel Love
- Feb 4
- 3 min read
Updated: Feb 5
Issue #18
Recently, we had the pleasure of working with the talented team at Refreshing Law, a Welsh legal firm specialising in employment, to help them further establish themselves in a digital-first world.
Refreshing Law came to us with a challenge: its visual identity and digital presence didn't align with the innovative, forward-thinking service it provides to its clients. Here’s how we rebuilt the brand from the ground up.
The Logo
A Visual North Star
We’ve always believed that a brand is more than just a logo. But it’s still important to get it right. The legal sector can often feel stiff and dated, so we designed a new identity that balances professional authority with modern aesthetics.
The existing feather motif and name were retained. However, the graphic was abstracted for a cleaner feel, while the typeface was emboldened and exaggerated in proportion. The colour palette was overhauled from a mismatch of teal and black to an overarching blue that now saturates the company's identity across customer touchpoints.
The Website
A High-Performance Digital Hub
In today’s world, a lawyer’s website is their first “handshake” with a client. We rebuilt the new Refreshing Law site from scratch with a focus on:
Intuitive UX: Making complex legal information easy to navigate
Mobile-first design: Ensuring a seamless experience on any device
Speed & security: Because in the legal world, trust and efficiency are non-negotiable
The Tone of Voice
Finding the Right Words
Branding is as much about how you sound as how you look. We conducted a total refresh of its Tone of Voice, from the website to social channels.
The firm’s aim has always been to provide accessible and straightforward legal advice in employment law. Living up to its name, it offers a truly refreshing approach to client care and has established a reputation for providing practical and effective solutions. The way it communicates with existing and future clients now much better reflects that overarching approach.
“Straightforward advice. Professional support. Employment specialists who work for you.”
The Official Documents
An “Internal” Rebrand
To ensure this wasn't just a superficial facelift, we went “under the hood” of the business. We aligned:
Internal documents & templates: Every letterhead, contract, and invoice now speaks the same visual language
Training materials: We provided the team with the tools and guidelines to maintain brand consistency long after the launch (Nothing says unprofessional like a presentation deck that hasn't been updated to align with new branding)
The SEO & Google Updates
Future-Proofing Through Optimisation
A beautiful site is useless if it’s buried on page ten of search results. We implemented a rigorous SEO and GEO strategy specifically targeted at recent Google, and other search engine, algorithm updates. From meta (web page) descriptions to blog posts and YouTube video descriptions.
Technical optimisation: Improving Core Web Vitals to boost rankings
Content strategy: Aligning their expertise with the terms their clients are actually searching for
Local SEO: Strengthening their presence within the Welsh market to ensure they are the first choice for local representation
Let’s Connect
Refreshing Law is now equipped with a brand that works as hard as they do. It’s been a great opportunity, and we’re looking forward to seeing them thrive in this new chapter. If you’re considering a rebrand, website refresh, or strategic campaign, now is the moment to act. Let’s craft experiences and identities that are remembered.
Until next time,
Daniel
Brand Consultant | Content Editor | Digital Developer
© 2026 by Daniel Love Ltd
54 Star Road, Caversham, Reading, Berkshire, United Kingdom, RG4 5BG
It all looks great Daniel Love Ltd - thank you for your hard work and patience.
Thanks for all your hard work Daniel Love Ltd. I'm so pleased with what you've created! You are very talented, very patient and an absolute pleasure to work with! Nailed the brief, nailed it! Thanks Dan.