Hill Dickinson

Challenge

Established in 1810, Hill Dickinson is an international commercial law firm with around 1,100 people, including 550 Partners and Legal Directors. Headquartered in Liverpool, its national and international presence spans 12 offices across the UK and major global shipping hubs – Hong Kong, Singapore, Limassol, Piraeus and Monaco.

Research revealed Hill Dickinson’s brand and digital presence no longer reflected its true character. Clients saw the firm as trusted but less visible, while colleagues described a supportive, forward-looking culture. The ambition was clear: stand out, shift perception, and express a modern, people-focused identity.

Partnering with our team, Hill Dickinson redefined its brand narrative, clarified market positioning, and launched a new visual identity and website aligned with its progressive vision for the future.

Solution

We conducted extensive research and engagement, gathering insight from 749 contributors across internal teams, clients, partners and market research. We also applied Living’s proprietary Ratings analysis framework to evaluate market perception and competitor positioning.

The findings illuminated a consistent theme: Hill Dickinson’s people-centred culture and commitment to doing right by clients were key differentiators, yet this wasn’t being communicated externally. The brand appeared understated compared to its progressive mindset and capabilities.

From this insight, we created a brand messaging proposition built on responsibility, progressive thinking, humanity, and commitment. It includes a firm-wide purpose, brand values, and an Employee Value Proposition, reflecting the belief that people are the firm’s greatest strength.

We then translated the new brand strategy into a refreshed visual identity that is warm, modern, confident, global, and energetic – progressive without being disruptive.

"You are, without question, the most exceptional team I have worked with in my 30-year career. Your creativity has been outstanding, your delivery flawless, and your guidance and unwavering support truly invaluable."

Lisa Robinson-Behnejad, Director of Business Development and Marketing, Hill Dickinson

The new Hill Dickinson identity introduces a logo with a human edge, reflecting a people-first culture in a global legal landscape. A flexible logo kit, fresh imagery, and modern typography enable tailored communication across sectors and initiatives. Greens convey responsibility and growth, complemented by vibrant pink, orange, and lime for warmth and energy.

At its core, the ‘you’ super graphic symbolises collaboration and forward momentum. The brand feels welcoming yet retains the gravitas of tackling complex global challenges.

The firm's new website was rebuilt from the ground up, redefining sitemap, navigation, and user experience. It features clear navigation across sectors and services, an accessible, relevant content strategy, and a visual design that highlights people, expertise, and impact.

Digital-first and future-ready, the platform is flexible and scalable. Developed with Novicell in Umbraco, the result is a modern site that reflects the firm’s energy, personality, and progressive capabilities.

Result

Hill Dickinson now has a brand that expresses who they truly are; a progressive, international law firm defined by its people and committed to doing right by its clients, colleagues and communities.

A key milestone in the rollout was the global unveiling of the new logo at Everton’s new home, Hill Dickinson Stadium. Displayed on the stadium’s architecture at Bramley-Moore Dock, the reveal celebrated the firm’s historic Liverpool roots and its progressive outlook for the future.

The response to the new identity has been overwhelmingly positive, strengthening internal pride, enhancing market visibility and establishing a firm foundation for growth, talent attraction and continued evolution. It captures who Hill Dickinson is today – a confident, progressive law firm with real purpose.