Case Study: Candide-Johnson Law Practice
Rebranding Strachan Partners into a Founder-Led Legacy Brand
The Challenge
Strachan Partners, a long-standing and respected law firm in Nigeria, has earned credibility over decades of legal practice. However, the firm recognized that its existing identity no longer fully reflected its heritage, reputation, and future aspirations.
The leadership wanted a brand that could carry the weight of its legacy while positioning the firm for the future. This meant moving from a generic identity to one that bore the founder’s name: Candide-Johnson Law Practice.
The challenge was multifaceted:
- Crafting a distinctive new identity without losing established goodwill.
- Designing a logo and selecting brand colors that conveyed gravitas and approachability.
- Migrating all digital and physical assets with precision and zero disruption.
- Managing timing, communication, and announcement strategy to unify staff and clients.
- Embedding the new identity seamlessly into business processes and market positioning.
Our Approach
At Slice Media, we understood that this rebrand was about more than design — it was about preserving a legacy while crafting a future.
We worked closely with the firm’s leadership to:
- Brand Strategy & Positioning
- Anchored the new identity in the founder’s legacy, ensuring authority, heritage, and continuity were at the core of the brand story.
- Developed a brand architecture that balanced tradition with a forward-looking image.
- Identity Development
- Created a bespoke logo and visual system reflecting authority, trust, and refinement.
- Choose brand colors that resonate with professionalism while standing out in the competitive legal sector.
- Asset Migration & Implementation
- Oversaw the seamless transfer of digital assets: website, emails, social media, and digital templates.
- Transitioned physical assets, including signage, stationery, legal documents, and office branding.
- Ensured consistency across all touchpoints.
- Launch & Rollout
- Designed the unveiling strategy and announcement, positioning the rebrand as both an evolution and a new beginning.
- Aligned internal teams with the new identity to ensure cultural buy-in and external consistency.
The Results
- A Unified Legacy Brand: The firm now operates confidently under the Candide-Johnson Law Practice name, firmly tying its identity to its heritage.
- Seamless Transition: Clients and stakeholders experienced zero disruption during the rebrand, reinforcing professionalism and trust.
- Stronger Market Positioning: The new brand communicates authority, modern relevance, and a future-oriented identity in the legal landscape.
- Long-Term Brand Equity: By embedding the founder’s name, the firm has secured a brand identity that can endure and scale for decades to come.
Client Impact
Today, Candide-Johnson Law Practice stands not just as a law firm, but as a legacy brand. The transition signals a new chapter, while honoring the reputation built over years of legal excellence.
Slice Media Insight
Rebrands of this scale demand more than design; they require strategic orchestration, timing, and a deep respect for legacy. At Slice Media, we pride ourselves on crafting identities that don’t just look good — they stand the test of time.
