— Mairi MacLean, MacLean Legal Search“Amy didn’t just help me build a brand. She helped me rediscover me.”
“She challenged me to step outside the corporate box… I’ve ditched the corporate mantle, stepped up and started seeing myself and my achievements through a whole new lens.”
MacLean Legal Search
Brand strategy · Brand identity · Website design + build
A brand and website that finally sound like the founder behind them
MacLean Legal Search is a boutique, founder-led legal search firm specialising in senior legal recruitment. Founder Mairi MacLean has nearly three decades in the industry, but her old website was corporate and didn’t set her apart. Senna Studio helped her step outside the corporate box and build a brand and website that look and sound like her.
The client
Mairi works quietly and carefully with senior lawyers and the firms that value them. There are no junior consultants behind the scenes, just her, listening closely, asking better questions and staying curious. MacLean Legal Search was built on the belief that legal recruitment could be done differently: quietly, thoughtfully and with deep respect for the people at the centre of it.
The brief
Mairi wanted more than a new logo or website. She wanted something that felt like her. In a crowded, competitive market, the challenge was to find what truly made her different and have the confidence to show it, which meant some open, honest conversations along the way.
What she said
The brand
We moved the brand away from corporate polish and towards something calmer and more personal. A refined serif wordmark is paired with a flowing handwritten “search”, in deep navy with soft greens, pale blue and warm stone. Black and white moorland and natural portraits of Mairi give it space, honesty and a quiet confidence.
The website
The site leads with Mairi’s belief that recruitment could be done differently, then shows how she works: recruitment with heart, strategy and discretion. Her story, her services and a journal of thoughts on work and life all sit in her own voice, so it finally captures the mentoring side of what she does as well as the recruitment.
— Mairi MacLean, MacLean Legal Search“My old website was corporate and didn’t differentiate me…”
“…from any of my competitors. The site now captures the mentoring bit, the idea that a win is also when you steer someone in a different direction or challenge their narrative. I have already pitched my next idea to her. I would only have done this if I felt I had confidence in her skills. Trust Amy to steer you a better path. It’s worth it.”
— Mairi MacLean, MacLean Legal Search“Amy spent a lot of time getting to know me and my story…”
“…and asked lots of interesting and difficult questions. Amy doesn’t push you into space that isn’t comfortable, but she does recognise that we all have a tendency to cling to the familiar. I found my voice and I found a story line which captures me. With Amy’s skill and direction I think we found the aha moment.”
What we delivered
FAQ’s
How do you make a recruitment brand stand out?
Find what is genuinely different about the person behind it and have the confidence to show it. For MacLean Legal Search that meant leaving corporate polish behind and leading with Mairi's quiet, thoughtful, people-first approach.
Can a professional services brand feel personal and still credible?
Yes. MacLean Legal Search pairs a refined serif wordmark and deep navy with a handwritten touch, natural portraits and calm landscapes, so it feels personal while staying polished enough for senior legal clients.
What should a boutique recruitment firm's website include?
A clear belief, how you work, the founder's story and proof of the difference you make. Mairi's site sets out her approach of recruitment with heart, strategy and discretion, and includes a journal in her own voice.
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