CLIENT DESCRIPTION:
For more than 70 years, Robins Appleby has been a trusted legal advisor in Toronto, serving entrepreneurs, financial institutions, and international businesses with practical, high-stakes guidance. Having built a strong market reputation, Robins Appleby felt their brand could better reflect their stature or ambition. They required a rebrand that would position them as a modern, future-proofed law firm.
Challenge
Robins Appleby's identity was rooted in tradition, but its visual and messaging framework had room to adapt to the modern legal landscape. Inconsistent applications across digital and physical formats made the brand difficult to manage, while internal stakeholders - from senior partners to office staff - had different perspectives on what the brand should represent.
Our Approach
Listening First
We began with in-depth interviews and surveys across all levels of the organization. These conversations uncovered the firm's most valued strengths: deep expertise, client trust, and a culture of collaboration. The insights we gained formed the foundation for the new brand messaging, including mission and vision statements that reflected both history and ambition.
Learning from the Market
Next, we conducted competitor research to understand how other law firms in Toronto positioned themselves. This revealed gaps in the market and opportunities for differentiation. It also reinforced the importance of embracing a distinctly “Toronto” identity while standing apart in a crowded field.
Co-Creating the Identity
We retained legacy elements, such as the brand's established color palette, to preserve familiarity and trust. Typography and the firm's monogram were refined for clarity and adaptability, ensuring the brand would work seamlessly across digital and print applications. Stakeholders were engaged throughout, giving them ownership of the outcome and ensuring broad buy-in.
The Impact
The rebranding was successfully rolled out with full buy-in from senior partners and stakeholders across the firm.
The new mission and vision statements inspired internal teams to reflect on the firm's successful legacy while embracing a forward-looking mindset. This renewed energy and ambition — described as the Robins Appleby Edge — highlight the firm's commitment to delivering top-tier service while “punching above their weight class.”
"The Magnolia team has been a strategic partner throughout our rebranding project. They brought great energy, professionalism, and creativity to the project, and were consistently engaged and collaborative throughout. Working with them helped move our brand in a more modern and forward-looking direction, and we appreciated the commitment they demonstrated from start to finish. Magnolia was a pleasure to work with."
— Carine Mechedjian, Marketing Manager
