Russell Cooke are a top 100 London-based law firm with around 200 highly regarded specialist solicitors and lawyers. They advise a mix of commercial, not-for-profit, regulatory and personal clients.

The Challenge

The leadership team at London-based firm Russell Cooke wanted to update their brand to reflect their first-division work, teams and clients. There was a need to retain some visual recognition of the brand amongst their existing client base.

Internal teams lacked a unified, high-quality image resource. The result? Diluted messaging, and a brand experience that didn’t live up to the firm’s reputation for attention to detail and local presence.

The Solution

The creative team at Epigram worked to develop a range of new brand concepts, each moving the brand forward in a gentle, sophisticated way. Once the preferred creative direction was selected, this led to an evolution of the logo itself (not part of the initial brief) and application across a range of internal and external branded assets. Bespoke photography was undertaken to provide differentiation from stock images and to help bring the concept to life.

Working collaboratively, we established an image strategy focused on:

• Hero Imagery: Abstract, macro photography showcasing texture and detail – echoing the brand idea that “a little detail goes a long way”. These images created standout moments in key marketing and communications materials.
• Supporting Imagery: Curated London-themed photography capturing local architecture, cityscapes, and bespoke details from within Russell-Cooke’s own offices – from Georgian staircases to rooftop beehives. The imagery reinforced the firm’s personality and sense of place.
• System and Structure: We categorised images into Hero and Supporting tiers, providing clear usage guidance for internal teams. This ensured flexibility across formats, from brochures to digital content, while maintaining brand cohesion.

The Result

A sophisticated, cohesive brand identity that reflects both the heritage and modernity of the firm, its approach and its people. Core deliverables included comprehensive brand guidelines, a suite of templates for internal use, key client facing collateral, website re-skin and a bespoke animation articulating the firms’ ethos and position in the market.

The result is a flexible, authentic visual identity that mirrors the firm’s ethos: expert, approachable, and firmly embedded in the city it serves.