Spraggs Group
Building on a 55-year legacy as a trusted and innovative firm, Spraggs Law set out to evolve into a modern consultancy for small and mid-sized businesses. The new model would combine legal, HR, communications, and financial expertise enhanced by AI and guided by human insight. I led brand strategy and writing to define the narrative and develop a new website and collateral for launch.
Case study
Challenge
Many small businesses face increasing complexity across people, legal, and financial decisions. These challenges are often handled in isolation, creating friction and slowing growth. Spraggs saw an opportunity to offer something different: a single trusted partner bringing these capabilities together to help leaders move forward with confidence.
Strategy
The brand was built around the idea of illuminating possibility. By combining deep expertise across four core disciplines, Spraggs helps organizations see the bigger picture and act with purpose. The name Spraggs Group reflects this integration: one team using AI and collective intelligence to guide clients through change with clarity and trust.
Execution
The identity is minimal and confident, using a black-and-white palette with bold yellow accents to symbolize illumination and energy. The logo, a star formed by the intersection of four quadrants, represents clarity and momentum, with one point extended to convey movement and forward progress. The brand voice is direct, intelligent and optimistic, reflecting Spraggs’ role as a steady guide for growing businesses.
Outcome
Spraggs Group launched with a compelling story, cohesive identity, and future-focused positioning that redefines what a professional services firm can be. The new brand unites people and technology under one purpose: to light the path forward for visionary companies.
