Wallace LLP Brand & Web Design
M.I. Design won a competitive pitch for Wallace’s re-brand - including new website, all print/digital marketing and signage.
We worked with a photographer, stylist, copywriter, brand strategist and web development team to complete the project.
The law firm had a very dated brand and website which hadn’t been thought about for over 10 years. The imagery on the site was pulled from a variety of sources so had no consistency of style, the copy was wordy and ‘lawyer-y’ so not engaging to clients and the employees of the firm had no sense of pride in the brand.
The Problem
As a mid-sized firm, we were able to put the lawyers themselves at centre of the brand - and their unique relationships with their clients. We chose to photograph them apparently sitting opposite their client. Their individual expressions and an overall sense of ‘approachability’ was what we were keen to express.
We created a ‘positioning’ document to help clients and employees understand what the firm valued and we re-wrote the website copy to engage better.
The Solution
Wallace LLP, became simply ‘Wallace’ in the re-brand and we chose a typeface for the actual word which was authoritative, yet had a little quirky flick to the ends of it’s rounded letters, which reflected the approachability we felt they presented as a firm. We also explored the addition of a ‘W’ which could be used with and without the main logo depending on the scenario. We launched the brand in Dec 2018 with a seasonal animated teaser featuring the Wallace ‘W’ transforming into a sledge and then back into the new logo. Illustrations by Alicia Varela.
Brand
Event Communication
Profiles & Print Marketing
Guidelines
We found through User Interviews, 4 main client ‘personas’ - existing clients looking for contact details, new clients researching a particular lawyer and verifying their credentials, other lawyers looking at their competition on the other side of a case, or lawyers/graduates looking for jobs. We therefore structured the site so that client testimonials, accolades and pictures/content about Wallace people and their ethos were at the fore and corporate news was available and up-to-date, but wasn’t the focus.
UX Design / Website
We applied the brand to the responsive site, ensuring that mobile users could contact lawyers in minimal clicks, scale the map/transport for visits to the office and the typography was well considered for reading on the move. Wireframes were considered in desktop form too, as many of the firm’s existing clients were using computers, not phones.
UI Design / Website
‘You will be thrilled to hear that the branding feedback we have received from numerous clients has been uniformly complimentary and enthusiastic. Fresh, clean, slick and professional are among the many positive adjectives being showered.
Well done and thank you!’
Rex Newman, Partner, Wallace LLP