Abel & Imray is one of the longest established IP firms in the UK. Founded in 1871, it specialises in patent and trademark law. Following initial discussions around improving their website we recommended reviewing their identity to fully reflect the company and its ambitions. Having successfully worked with traditional legal and professional services before, we recognised the issues and potential. We listened extensively across the team of partners and with clients to understand their views. The creative route built on the core idea of protection, and we designed a bold new brand identity that is distinctive, adaptable and easy to apply across all media. It provided a platform and brand toolkit for promoting the firm, resulting in a 39% increase in visitors to the website.