Kelvin Chia

Kelvin Chia

brand and digital case study

Rebranding - Legal pioneers across Asia

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The website user interface shown on desktop and mobile


Kelvin Chia Partnership is a pioneering law firm, respected for opening up frontier markets such as Myanmar and Vietnam, establishing a strong network of offices across the South East Asian region.

However, its brand and website had become dated and uninspiring. This meant that the firm’s reputation, scale or depth of expertise was not communicated well. A rebranding was required.

In a highly competitive market, global law firms have consolidated their networks, profiting from stronger brands and cogent service offers. Smaller Asian-focused peers quickly learned this lesson and pursued more aggressive marketing. As a result, KC Partnership has not fully exploited its first mover advantage.

Our rebrannding brief was to ensure that KC Partnership’s status and reputation were communicated with clarity to an audience that might not be aware of the firm’s ability to work across multi-jurisdictional legal processes and apply ‘out of the box’ thinking.


Nucleus created a new proposition – ‘legal partners across Asia’ which works in conjunction with a new brand mark to capture the firm’s essence: cultural fluency, innovation and a proven ability to resolve complex legal problems.

We proposed a ‘concierge’ contact point in association with a live chat feature, to prompt enquiries, reducing the time taken to establish one-to-one conversations and convert new business.

The website is designed and built with a clean, contemporary user interface, and is easy to navigate with stripped back content focused on key expertise, people and network capability.


The new proposition allows KC Partnership to compete directly with other law firms, emphasising its pioneering profile and reinforcing its track record of resolving complex assignments across South East Asia. The rebbrand ennsure the firm’s story is now presented in a compelling way, well understood by clients both old and new.

The website is proving itself to be an effective platform for developing the brand online, ready to be scaled up as the process of digitalisation gains traction within the legal industry.