Kells Lawyers


Brand designer, Percept, was engaged to evolve the corporate identity design for one of Wollongong and Sydney’s most respected law firms in this rebranding project.

Case Study

Rebranding / Corporate Identity / Copywriting / Stationery / Website Design / Marketing Collateral

The Challenge

Percept is a brand designer that specialises in rebranding.

Kells Lawyers are based in Wollongong and have been providing legal expertise to commercial and personal clients across the Sydney and Illawarra Region for more than five decades. They have a full service offering with a great level of experience across a broad range of legal areas.

As the competitive landscape changes, Kells required an update to their corporate identity. They needed rebranding that honoured the company’s pedigree and history while providing a fresh, modern platform from which to communicate their positioning.

Brand designer, Percept, was tasked with this rebranding project, to evolve their corporate identity and communicate the proposition ‘Care Factor 100%’ in a more relatable, human way. The deliverables were a new logo design, corporate stationery, website design and a suite of printed marketing collateral.

The Solution

Brand designer, Percept, delivered a rebranding and website design that focuses on authentic care and trustworthy expertise. A subtle evolution of the existing colour palette runs throughout the corporate identity system, giving a new sophistication that matches Kells’ long heritage and view to the future.

As Kells are based in Wollongong, the brand designer, Percept, tailored the look and feel to appeal to a broad market of east coast Australian’s from Sydney to the Illawarra region. A unique messaging for each particular demographic was also developed.

Clean, modern layouts feature throughout the corporate identity design and all pieces of the roll-out. It features a contemporary combination of typography, tone of voice and colour that bring gravitas and clarity to all brand communications across all of their rebranding and website design, including the roll-out to a full suite of marketing collateral.

The result of this rebranding project by brand designer, Percept, is a simple corporate identity design system that conveys a strong, yet caring, personable team of legal experts. One that instils trust and confidence with this established, well-respected firm.