Burns Fitzpatrick LLP is a mid-sized law firm located in the heart of downtown Vancouver, providing business and personal law services to clients across British Columbia.
Burns Fitzpatrick is a well-respected firm, with many of its partners having practiced law for more than 30 years. More so than many firms, referrals make up a large portion of Burns Fitzpatrick’s work. They also wanted to raise their profile with potential clients. As a result, the firm felt it necessary to replace their outdated website and messaging, and create a new brand and online presence that matches their strong reputation.
- Website Design & Development
- Search Engine Optimization (SEO)
- Content Writing
- Project Management
- Brand Launch
“The brand & website looks great and I would like to express again our gratitude and appreciation for all of your hard work.“
– Oliver Wilson, Partner
Discovery & Verbal Brand
Discovery sessions were held with the firm’s key stakeholders, allowing us to understand the core business values and goals of the firm. After analyzing our data generated from these sessions, we were able to develop the firm’s key messaging and strategic positioning, which encapsulated the firm’s commitment to client satisfaction. The following tagline emerged: “Because Your Success Is at the Heart of Our Success.”
Burns Fitzpatrick needed a brand refresh, but wished to do so while maintaining a connection to their previously existing brand, which included an extremely stylized bridge logo and the heavy use of olive and hunter greens. The bridge was symbolic for the firm on several fronts – the firm bridging relationships across BC, the firm location in the heart of Vancouver near the iconic Lion Gate Bridge – so we decided to incorporate this idea with a new, modernized twist.
For the design we chose a modern, rounded font for the firm name that is streamline and airy, with sweeping curves to compliment the shapes of the logo icon. The logo echoes the shapes of Vancouver’s mountains and architecture. We moved away from the muted, conservative greens of the previous brand and toward bright, eye-catching, greens and blues, combined with soft and cool blue-greys to evoke a sense of the firms Vancouver location immersed in both urban architecture and rain-coast climate.
Burns Fitzpatrick wishes to be seen as sympathetic yet strong. Small and efficient. Our bold, sleek logo conveys just that.
Communications Tools & Collateral
Ensuring that the new brand design for Burns Fitzpatrick remained consistent offline as well as online, we created brand guidelines for print and digital usage of the Burns Fitzpatrick visual brand for firm collateral and all communication tools.
Scope Development & Pre-Production
Website Design & Planning
In the website design phase, we incorporated brand elements into the site layout, including the new logo, colours, fonts, imagery that was thoughtfully curated and edited, and key messaging that we created for Burns Fitzpatrick. All of these elements combined articulated the brand positioning of the firm and brought the vision for Burns Fitzpatrick to fruition. We designed the site to be optimized on a variety of platforms, such as desktop, mobile, and tablet.
Custom Module Development & Site Build
During the website build process, we paid close attention to the organization of key content on the site, ensuring an easy and efficient transfer of information to target users of burnsfitz.com. Areas of the site which hold the most importance to clients and prospects include lawyer search, client experience, and practice areas. By separating business from personal law practice areas, we streamlined the client experience.
We recognize the increasing necessity of responsive design, and in order to capture Burns Fitzpatrick’s audience on all devices, we built their website with the technology to automatically respond to a user’s preferred device by adapting for resolution, image size and scripting abilities on their smartphone, tablet, laptop, or desktop.
Lawyer bios attract up to 80% of a law firm website’s traffic. This is substantial, and in order to provide the ultimate client experience and meet Burns Fitzpatrick’s clients and prospects needs, we designed a “lawyer microsite” style bio page. These pages act as business development tools for individual lawyers; displaying contact information, biographical details, practice areas, publications, work highlights, and associations and memberships in a customizable format – allowing the user to discover what makes each lawyer unique.
We created “on-the-fly” PDF versions of Burns Fitzpatrick’s lawyer bios that auto-update from one source, and are accessible to all users, as we understand the need for law firms to have bios, pitches, and proposals in a format that is client-ready, customizable, and easily accessible.