For more than 75 years, our firm has walked alongside families and small businesses throughout Southeastern Wisconsin, helping them navigate life’s most meaningful transitions with confidence and clarity. Since our founding in 1949, we have remained committed to delivering sophisticated yet approachable legal services grounded in integrity, compassion, and long-term relationships.
As we look toward the future, we are excited to share the next step in our firm’s evolution:
Moertl, Wilkins & Campbell, S.C. is now MWC Legal Group.
This updated name, along with our newly designed logo and refreshed brand identity, reflects both our deep-rooted history and our vision for the decades ahead. While our look has grown, our foundation remains unchanged: personal attention, cost-effective guidance, and the highest level of trusts and estates expertise.
Honoring Our Roots While Growing for the Future
In shaping our updated identity, we drew inspiration from the qualities that have defined our firm for generations, stability, clarity, and grounded guidance. These themes echo throughout our new brand system, from the earthy, natural colors to the imagery of forests, paths, and calm environments.
Much like the natural landscapes that surround our communities, these elements represent:
- Strength and steadiness
- Clarity during complex transitions
- A sense of calm and confidence
- A grounded, trustworthy presence
Our new logo mark carries these ideas forward, blending modern design with timeless character, a visual expression of who we are today and who we strive to be for our clients tomorrow.
Why the Change?
Over the years, our firm has expanded its service offerings, grown its team, and deepened its commitment to providing accessible, high-quality estate planning and elder law services. As we continue to serve new generations, it became clear that our visual identity should reflect this evolution.
MWC Legal Group allows us to:
- Present a more modern and approachable presence
- Strengthen recognition in a digital-first world
- Create a cohesive and flexible brand system
- Honor our long-standing initials while simplifying the name
At its core, the new brand reflects the same values and mission that have guided our firm for decades:
delivering personalized, sophisticated, and competitively priced legal services that empower individuals and families to plan with confidence.
The Meaning Behind Our New Symbol: The Hourglass
Central to our updated logo is a symbol rich with meaning, the hourglass. This icon was chosen with great intention, reflecting both the nature of estate planning and the role we play in supporting our clients through life’s most important moments.
The hourglass has long represented the passage of time, the rhythm of life, and the inevitability of change. As the sand flows from one chamber to the other, it serves as a reminder that time is finite, encouraging us to reflect, prepare, and make decisions that honor our values and protect our future. In many ways, this is the very heart of estate planning.
The symbol also represents:
- Balance: The two chambers of the hourglass reflect the balance between potential and inevitability, mirroring the thoughtful equilibrium required in planning for both the present and the future.
- Legacy and Continuity: The movement of sand highlights the cyclical nature of life and the passing of one generation to the next, an idea foundational to our work with trusts, estates, and elder law.
- Perspective: The act of turning an hourglass over suggests the ability to revisit, renew, and realign one’s plans. Estate planning is not a single decision but an ongoing process that shifts as life evolves.
- Clarity and Intention: Each grain of sand moves with purpose, symbolizing the deliberate choices our clients make to protect their loved ones and secure peace of mind.
For us, the hourglass is more than a graphic element, it is a visual expression of the care, clarity, and guidance we strive to bring to every client experience. It reflects the work we do: helping individuals and families make sense of time, prepare for what lies ahead, and preserve the legacies that matter most.
What Isn’t Changing
While our name and appearance have been refreshed, several things remain exactly the same:
- Our attorneys and staff — the same team you trust.
- Our services — estate planning, elder law, and business law delivered with care and precision.
- Our commitment to clients — unwavering, attentive, and relationship-centered.
- Our mission and vision — clearly outlined in our brand values and unchanged by this transition.
This is a visual evolution, not a directional one. The heart of our work endures.
A Brand Designed for Real People, Real Families, and Real Futures
The updated visual identity reflects what clients tell us they value most:
clarity, approachability, warmth, trust, and professionalism.
Our branding materials use a palette of deep greens, warm clay tones, and soft neutrals, each carefully selected to evoke calm confidence, stability, and approachability.
The photography style, featuring nature, authentic moments, and inviting office environments, reinforces the message that legal planning should feel understandable, welcoming, and human-centered.
Every element is intentional, reinforcing an experience that is both reassuring and sophisticated.
Looking Ahead
As MWC Legal Group, we are entering a new chapter, one that allows us to continue expanding our services, supporting our communities, and investing in the next generation of legal professionals. Our vision remains clear:
to help clients age securely, protect what matters most, and pass on their legacies with intention and peace of mind.
We are deeply grateful for the trust our clients and partners have placed in us. Your stories, families, and futures are at the heart of everything we do. We look forward to serving you, now with a refreshed identity that communicates both who we have always been and who we are becoming.
Welcome to MWC Legal Group.
A familiar name. A fresh perspective. A continued commitment to guiding you forward.
If you have any questions about our rebrand or ongoing services, we invite you to reach out anytime. We’re here to help you navigate today and prepare for tomorrow.
January 3, 2026
