KWKR Law Firm announces the implementation of a comprehensive rebranding strategy, which includes a new visual identity, refreshed market positioning, and a modern approach to communication with business clients.
After several months of intensive work on the new brand strategy, KWKR presents itself in a completely new light. The changes go beyond appearance – they primarily concern the way the firm communicates its value and builds relationships with clients.
Strategic support instead of traditional legal advice
At the core of the new strategy is the slogan Behind Your Growth, reflecting KWKR’s role as a strategic partner for growing companies. The firm emphasizes the strength of comprehensive business support.
“The rebranding is a symbol of our response to market needs,” explains Michał Konieczny, Managing Partner at KWKR. “Clients continue to need lawyers who understand business and think strategically. Our new positioning fully reflects who we’ve always been—partners who support our clients in achieving success,” he adds.
Rebranding as a symbol of the client relationship approach
The decision to rebrand was the result of long – term planning and market analysis.
“We realized that our previous communication style no longer reflected the current stage of the firm’s development as a mature, independent organization,” says Marcin Wierzbicki, Managing Partner at KWKR. “Additionally, we conducted an in – depth analysis of client needs and market trends, which helped us define new development directions.”
An important element of the process was choosing the right partner to carry out the project.
“We were looking for an agency that understands the specifics of our industry but could also bring a fresh, external perspective,” comments Bogdan Setlak, who coordinated marketing and communication efforts at KWKR. After extensive market research and meetings with numerous agencies, KWKR chose to work with Kraków – based agency Hand Made. “The process was a major educational challenge for us. It was the first time we undertook such a comprehensive marketing project, which required a new approach to both internal and external communication,” he admits.
Visual identity as an expression of brand strategy
“We believe that legal advice must be useful to the client,” emphasizes Michał Konieczny. “Our strength lies in providing actionable advice that supports real business growth. Entrepreneurs expect solutions, not just problem identification. That’s the idea our new logo and communication approach had to reflect.”
The result of the work is a modern visual identity system, with a dynamic logo at its core. The distinctive cyan color symbolizes courage in taking on challenges and an innovative approach to traditional legal services.
“The logo had to reflect our character—solidity combined with modernity,” explains Marcin Wierzbicki. “We wanted clients to understand at first glance that they’re dealing with a law firm that blends legal values with modern business thinking.”
Website coming soon, and bigger ambitions ahead
In the coming days, KWKR will also unveil a completely redesigned website, which will serve as the centerpiece of its new digital strategy.
“We don’t want to overwhelm our clients with too many changes at once,” emphasizes Marcin Wierzbicki. “We’re giving them time to get used to the new logo before we reveal the full scope of changes. This rebranding is just the beginning of a broader transformation.”
The managing partners express hope that the new brand concept will serve as an inspiration for the entire legal industry.
“The market constantly needs a fresh approach to legal communication. We hope our example shows that professionalism can go hand in hand with modernity,” concludes Michał Konieczny. “We have ambitious growth plans, and the new identity provides us with the tools to achieve them. We want KWKR to become synonymous with modern, effective legal advisory in Poland—and beyond.”
KWKR is one of the largest law firms in Kraków. It serves clients across Poland and internationally, offering comprehensive legal services for businesses. It combines legal expertise across multiple areas with business and strategic consulting. KWKR has been recognized in prestigious legal rankings such as Legal 500, Rzeczpospolita, Chambers and Partners, and Forbes.