In conversation with Lawyers Weekly, founder Trevor Withane said that the decision to rebrand would benefit the firm’s clients, both in Australia and internationally.

“Our decision to rebrand came from a process of careful consultation with clients and a consideration of our brand aspiration for the future,” he said.

“In the end, we felt that whilst the name Blackwattle Legal resonated well in the domestic market, being as the black wattle is a native tree, it was less understood internationally. We wanted to choose a name that resonated with clients and referral partners both in Australia and beyond our Australian roots.”

When selecting a new name, Mr Withane emphasised the need to reflect the firm’s approach to legal practice. 

“Ironbridge Legal is strength, growth, rigor and quality. In complex insolvency situations we provide a strong and stable bridge from the bleak to the hopeful,” he added.

“Similarly, in dispute situations Ironbridge Legal looks to the resolution and bears the load and burden in helping its clients get to the other side – often in stressful, fast-paced and high-stakes matters.”

Ironbridge is also the name of a town in the UK, cited as the birthplace of the industrial revolution – Mr Withane added.

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“As a proud Brit I wanted a name that reflected not only my own roots, but also the roots of Australia’s first-class common law legal system. In the spirit of industrial revolution, Ironbridge Legal bridges the gap between new and old,” he said.

“We maintain the best aspects of traditional legal practice, including intellectual rigor and passion for the law, high-quality service and a personal touch whilst employing new technologies and ways of thinking which enable us to drive efficiency, and deliver the best cost-effective outcomes for our clients.”

Additionally, Mr Withane said that despite being the founder of the firm, he didn’t want Ironbridge Legal to be the “Trevor Show”.

“I am well aware that the whole is greater than the sum of the parts, and as a leader I strive to be a servant leader. Our team is comprised of complementary skill sets and as a result, the outstanding outcomes which have become a hallmark of our firm really are dependent on the whole firm working in unity,” he said. 

“We are building a firm which already has employee loyalty, and we want all team members to identify with the brand – and the firm name. Of course, as I have explained, the word ‘Ironbridge’ also conjures up what we are all about.”

Speaking recently on an episode of The Boutique Lawyer Show, Mr Withane also emphasised the importance of taking on big, complex matters, as well as why smaller firms should be prioritising relationships post-pandemic.

In terms of his growth plans for the firm, Mr Withane said that the firm would continue to provide a “quality service” and focus on “organic growth”.

“We are looking forward to continuing to provide our clients (and the clients of our referral partners) with pragmatic and commercial legal advice to resolve matters efficiently, confidently, and cost-effectively,” he said.

“While we have an ambitious plan to grow in Australia, our focus this year is on organic growth by adding standout lawyers who buy into what we are about and who help maintain and enhance our reputation as friendly lawyers who are intellectually rigorous, client centric and who work tirelessly to get the best results. We are excited about the year ahead.”

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