To affinity and beyond


RPC, the international law firm, needed to address several brand challenges, particularly the visibility of their capabilities outside the insurance sector.

Our discovery research validated the business case for change by evidencing how the existing visual identity, messaging and website did not reflect the firm’s sector and service expertise, personality, values, or culture.

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RPC underwent a brand identity and messaging suite refresh that better reflected the firm’s expertise and Responsible Business commitments. The objective was to retain the brand equity from the current logo while ensuring the new creative look and feel felt familiar yet revitalised. 

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The firm would adopt a distinctive proprietary visual style that would make all communications more engaging and dynamic. This was underpinned by the development of a new, audience first, values-based proposition statement, accompanied by a suite of messaging that conveyed the benefits of working with, and for RPC, at a firmwide, sector and service level.

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The brand refresh resulted in a revolutionary change for RPC. The introduction of three-dimensional affinity waves, representing the logo, added depth to the visual identity. The corners of the logo and the affinity waves were intricately aligned, symbolising cohesion and unity. The new messaging suite better reflects RPC's flexibility, agility, and expertise and showcases the firm's genuine affinity with its colleagues, clients, and they communities they work in.

The visual and written assets also influenced the structure for the new website. Leading to a simplification of site navigation. We tightened the nav bar to only five primary labels, spotlighting their key sectors and services as well as designed essential landing pages that were previously missing from the site, removing any ambiguity around who RPC is, what they do and why they matter.

RPC’s new website now features an intuitive and straightforward user journey that truly reflects the firm’s vision and purpose.

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