Website positioning & narrative development for a mid-sized international legal practice
Our client is a successful mid-sized legal firm that has grown through client referrals. With a new generation of partners, the 12-year-old website was no longer a reflection of the firm’s development. The equity partners asked GrndWorX to create a state-of-the-art website by reflecting their uniqueness through narrative, design, and usability.
Key questions & considerations:
- How will the new website attract new talent?
- How will it convey the firm’s distinctiveness and create a narrative and visuals free from conventional industry jargon?
Objectives:
- Update and refresh the corporate identity.
- Bring the personality of the company into the narrative and visual identity.
- Act as a reference for current and prospective clients.
- Attract new talent.
Approach & solution:
After discovery and interviews with partners and associates, we identified their values and perspective for the future. The outcome was a comprehensive communications brief defined around three sets of objectives. We developed four narrative concepts ranging from conservative to “out of the box” with creative visual identity mock-ups as an integrated process.
The outcome:
- The team were able to articulate the complexity of their work in simple terms, fostering consistent communication.
- The website’s functionality, appearance, and design seamlessly reflects the practice’s narrative and uniqueness, ensuring user-friendly navigation.
- A consistent administration of news and updates while maintaining a unified look and feel.