Ashford & Co. · Legal · 2024
Giving a 40-year-old law firm a brand it had earned
Complete identity and website for a boutique commercial law firm, replacing a dated look with a brand that matched the calibre of the work.
- Services
- Brand identity
- Website
- Content strategy
- +88% qualified inquiries
- Top 3 for 14 priority search terms
- 2m 10s avg. time on practice pages
The brief
Ashford & Co. had a reputation that walked into the room before they did, and a website that undid it in about four seconds. Serif-on-marble, stock handshakes, a partner page last updated when two of the partners had different surnames. The firm was competing for larger commercial clients and losing the first impression every time.
What we did
- Identity. A confident monogram and a restrained palette of ink, parchment and a single deep red. Typography that feels engraved rather than printed. A system that works on a letterhead, a deal toy and a LinkedIn banner.
- Voice. We rewrote every practice page around what the client is worried about, not what the firm does. Shorter sentences. Fewer adjectives. Real outcomes.
- Website. A fast, quiet site with practice areas organized by the client’s situation, partner profiles that read like people, and a clear path to a first conversation.
The outcome
Qualified inquiries nearly doubled in the year after launch and the firm now ranks in the top three for most of its priority terms. More telling, the partners report that prospective clients arrive at the first meeting already knowing who they want to work with.