Medical Law Partnership (MLP) was founded by the team behind the highly respected Dental Law Partnership (DLP). Building on DLP’s history of pioneering cases that changed UK dental law, MLP expands the mission to a wider field of medical malpractice. The new entity needed a distinct brand identity and digital presence that could carry forward its legacy of tenacity while signalling its broader remit in medical negligence.
As a new organisation with the reputation of an established sister company, MLP faced a unique challenge. The brand needed to feel trustworthy, authoritative, and professional from day one, while differentiating itself from the corporate stiffness typical of law firms.
We needed to build a standalone brand for MLP that:
Because of the nature of the work, representing people at highly emotional and difficult times, the tone and visual language had to be carefully considered to feel both reassuring and credible.
Through in-depth workshops and brand strategy development, TRCREATIVE uncovered the spirit of DLP’s ‘devout tenacity’, the fight for fairness that reshaped accountability in dental law. This became the foundation of MLP’s positioning as advocates for patients failed by the healthcare system.
We created a comprehensive brand identity system built around the strapline ‘We listen. We join the dots. We help put things right.’ The identity links MLP and DLP through a shared logo structure: an ellipse holding the initials in the same typeface, with different colours to show correlation within the group.
From this logo mark, we developed the beacon shape, a design device that works much like a torch, with a small ellipse joined to a larger one. This motif symbolises MLP’s role in shining a light on hidden truths, guiding clients, and highlighting injustice. Used consistently across marketing, campaigns, and digital applications, the beacon draws attention to key messages with clarity and impact. A confident colour palette of forest green, teal, ultraviolet, and lime, combined with investigative dot-matrix graphics, reinforces the themes of advocacy, connection, and justice.
TRCREATIVE also designed and built the new MLP website, creating a clear, human-centred platform that demystifies complex legal processes and supports clients on their journey.
With a brand that feels calm, clear and credible, MLP launched confidently into the clinical negligence sector. The visual identity builds on the professional equity of DLP, while establishing a distinct voice of its own, one that connects with clients and reflects the firm’s human-first approach.
The website provides a strong foundation for growth, with content and structure that can scale as the business develops.
