Gaze Burt had a long and respected history, with origins tracing back to two law firms established in the 1920s. But despite that heritage, the firm did not want to be perceived as traditional in the stereotypical sense of the legal industry.
The leadership team believed there was a different way to practise law.
While many firms positioned themselves around aggression, dominance, or “winning at all costs,” Gaze Burt’s culture was grounded in something more human. Their Christian heritage and shared values influenced the way they approached relationships, integrity, community, and client care. They worked with a diverse range of individuals, businesses, and not-for-profit organisations, many of whom were purpose-driven leaders themselves.
The challenge was to translate that philosophy into a modern brand that felt authentic, distinctive, and relevant to both future clients and the next generation of legal talent.
Brand IQ was brought in to help redefine how Gaze Burt presented itself to the market, developing a clearer point of difference through brand strategy, messaging, visual identity, and digital experience.
At the centre of the project was a deceptively simple positioning line: “We see law differently.”
The power of the line came from its flexibility and honesty.
It was not a manufactured slogan or marketing cliché. It reflected a genuine mindset already embedded within the business. The phrase communicated a legal practice focused not just on legal outcomes, but also on relationships, ethics, empathy, and practical real-world understanding.
Importantly, the positioning also helped differentiate Gaze Burt in a category where many firms sound almost interchangeable.
Rather than presenting themselves as distant corporate experts, the new messaging positioned the firm as approachable professionals who understood the realities clients face beyond the legal documents themselves. The language throughout the brand became more direct, grounded, and human, helping create a stronger emotional connection with audiences who often find legal services intimidating or impersonal.
The visual identity was redesigned to support that shift.
Bright new colours and modern geometric forms helped break away from the conservative visual conventions common within the legal sector. The design system was developed to represent integrity, insight, diversity, positive change, and relationships, values deeply connected to the culture of the firm itself.
The website underwent a major transformation as part of the repositioning.
Instead of feeling formal, static, or overly corporate, the new digital experience was designed to feel confident, modern, and engaging. Bold statements and more conversational messaging helped reinforce the idea that Gaze Burt’s team lived in the real world alongside their clients, understanding the pressures, ambitions, challenges, and personal outcomes attached to legal decisions.
That authenticity became one of the strongest aspects of the rebrand.
Rather than pretending to be radically disruptive for the sake of marketing, the new brand simply amplified what already made Gaze Burt different. It gave the firm a clearer voice, a more contemporary identity, and a stronger platform for attracting both clients and future talent aligned with their values and approach.
The finished result positioned Gaze Burt as a modern legal practice with deep heritage, one willing to challenge the conventions of the legal industry not through gimmicks, but through a more thoughtful, honest, and human way of practising law.
