Slater and Gordon Lawyers

Slater and Gordon are an award-winning law firm with more than 85 years of experience. 

The firm is one of Australia’s largest consumer law firms and entered the UK market in 2012 with the with the acquisition of UK law firm Russell Jones and Walker.

The company approached Ellen Widdup during a major rebrand for help with aligning this brand with a more uniform approach to its messaging. This included showcasing the background, skills and qualifications of 900 lawyers – all conforming to a specific style guidelines document.

Slater & Gordon 2
S&G 3

Work Included

  • Providing extensive copy for the website which stripped it of jargon and allowed members of the public to understand and trust the solicitors working for them
  • Writing 900 profiles of lawyers – each one in the same, concise and formatted way.
  • Providing overviews on medical negligence, employment, family, property, defence and wills and trusts to explain processes and helps people establish if they have a claim
  • Writing up a number of case studies designed to help the firm connect to prospective clients


Slater and Gordon completed a vast number of acquisitions of other law firms immediately following the rebrand exercise – including Fentons, Goodmans Law, Taylor Vinters, John Pickering and Partners, Pannone.

This elevated the brand and it became one of the largest personal injury law firms based in the UK. 

The success of our work with the rebrand meant that with every new acquisition, Slater and Gordon approached us to rewrite the profiles of the new lawyers to fit their specific brand guidelines.

“Ellen’s ability to turn legal jargon into profiles that customers would actually understand and get value from was second to none.

She very quickly rewrote 900 website profiles, talking to key stakeholders across the business and devising a tone of voice that aligned with our new brand identity.

She’s an excellent writer and her background as a journalist means she communicates in a way that explains why something is important and relevant to the reader, rather than just imparting facts.

I look forward to working with her again!”


Alison Jackson-Carter

Head of Media and Communications

Slater & Gordon

Meet the team involved