Corporate re-branding and responsive website design for a leading law firm based in London and Toronto.
Parachute Design has enjoyed a long and fruitful relationship with Foster Townsend, and we have had to opportunity to work together on not just one, but the last two iterations of the law firm’s website. The first time our teams partnered to create custom WordPress website design the outcome offered great success and a long lasting website that not only provided the law firm with a professional digital brand but helped increase their visibility through search engine optimisation enhancements.
Nearly six years later, it was time to put our heads together again and not just refresh the website, but tear it down and start fresh. Over the course of time since the initial website launched, Parachute Design had taken over day-to-day website management and search engine optimisation efforts. Having a deep understanding of the firm, its marketing strategies and SEO targets, approaching an all new website design was simple.
Clarifying Our Law Firm Web Design and Branding Goals
- Corporate rebranding – for years Foster Townsend LLP operated as Foster Townsend Graham and Associates. Following the departure of some original partners, the firm decided to rebrand as Foster Townsend to coincide with the new website launch. Parachute Design rose to the challenge to create the new corporate brand and logo design. Together, our firms executed a logical and intuitive brand evolution to honour the original logo design and propel it forward with subtle modifications.
- Responsive website redesign and development – at the core of the firm’s new marketing efforts was the new responsive website design and development. Showcasing the firm’s partners and legal team with quick and efficient avenues of contact surfaced as a critical goal in the redesign. In addition to creating a website that was mobile responsive to appeal to the firm’s sizeable mobile user presence, we created simple web forms to drive conversion rates with the latest iteration of the website.
- Search Engine Optimisation – over the six years since deploying the previous website, Parachute Design has been involved with, and eventually taken over SEO management on the website. With the opportunity to design and develop a brand new website, we had complete control over SEO best practices and website accessibility to meet the firms SEM needs.
Our Branding and Website Design Process
Strategy and Research
Strategy and research with access to the last six years of the law firm’s marketing materials and a thorough understanding of how the firm communicates with clients, our design strategy came together quickly and without any challenges.
With access to the last six years of the law firm’s marketing materials and a thorough understanding of how the firm communicates with clients, our design strategy came together quickly and without any challenges.
First on our project plan was to take the existing logo design and simplify it with a contemporary typeface and subtle changes to honour the original brand recognised in London and Toronto alike. Subtle changes were also made to the colour palette while we had the opportunity to subdue them slightly and offer a more professional foundation from which we could expand upon with the website design.
With the law firm’s logo design finalised, we set our sights on reworking the existing website’s navigation and page architecture. Referring to the goals our design team created a brand new sitemap that would help showcase the law firm’s legal team in detail as well as offer simple and effective ways for website leads to find and make contact with a lawyer.
Additionally, with the opportunity to begin our web design process with a blank slate, we took advantage of the full digital canvas and incorporated multiple opportunities in the new website user interface for modules that include calls-to-action, web forms and paths to in-depth information for leads that are not yet ready to make contact.
Foster Townsend LLP has actively sought and hired new team members for a wide variety of positions within the firm over the years. Understanding their need to post job opportunities within the legal community easily we created an internal job board that features current job postings and methods of contact for applicants.