Branding a Law Firm for
Edwards, Kenny & Bray LLP is a medium-sized, Vancouver-based law firm with more than fifty years of experience providing legal counsel to British Columbia businesses.
Edwards, Kenny & Bray is well respected and has a loyal client base — it’s considered top of the market in B.C. It had a dated visual identity and website that neither celebrated Edwards, Kenny & Bray’s rich history nor reflected its current, modern personality. The firm was struggling to articulate its key point of differentiation and as such was lost in the crowd, perceived as one of many good full service regional firms.
- Website Design & Development
- Content Writing
- Search Engine Optimization (SEO)
- Social Media Integration
- Project Management
- Brand Launch
- On-Going Marketing Services
“We are extremely pleased with the work fSquared Marketing did on our brand and website. They helped us develop a progressive and fresh brand, but still within what is appropriate for a law firm. Our website won a Best in Class designation in the Interactive Media Awards and we consistently get positive comments from clients and colleagues about our new branding.”
– Peter Brown, Co-Managing Partner
Discovery & Verbal Brand
Discovery sessions were held with the firm’s key stakeholders, resulting in the decision to rebrand the firm as EKB — its nickname in the B.C. market. The discovery sessions also led to the development of key messaging, with the themes of BC business strength, enduring client relationships and the firm’s long history in the province. From there specific taglines emerged, including: “A Step Ahead – Taking BC Business Forward;” “On Your Side for Generations;” and “Business is Our Second Language.”
The challenge for the visual brand was to invoke EKB’s strong connection to British Columbia without being a west coast cliché. This was accomplished by adopting a fresh take on a blue/green palette. This newly created brand image is confident, progressive and modern – contrasting strongly with EKB’s previously conservative, generic and dated look.
The new logo reflects three main concepts within the firm’s identity — infinity, longevity, and connectivity — to convey the idea that “we’ve got you.” The lowercase letters make the logo friendly and approachable while the palette and dynamic lines invoke the mountains, land, and architecture of Vancouver. The cursive shapes and choice of colour are also nods to BC’s aboriginal culture.
Communications Tools & Collateral
This new brand design is carried through to the firm stationery, advertising and marketing pieces. fSquared Marketing also produced a Brand Guideline document, to ensure consistent usage of the brand moving forward.
Scope Development & Pre-Production
Our first task was to refine the website goals. We worked closely with lawyers and staff at EKB to determine what the site should convey and to gauge their sense of client needs and usage. We also analyzed all the website metrics and analytics available for EKB’s previous website. From there we identified specific user requirements and prepared functional specifications for the new site. Information Architecture (IA) and Interface Design Wireframes (IDW) were developed based on the approved functional specifications.
Website Design & Planning
The creative look and feel of the website was determined during the design phase. Key objectives were the seamless integration of the new EKB brand into the website, and the incorporation of key messages and strategic positioning. We considered how to keep the look modern and how to ensure ease of access on a variety of platforms, including laptops, tablets and smartphones.
Custom Modules Development & Site Build
The website build process pulls together all the pieces into one unified whole. We put a particular focus on lawyer search, client experience, and industries of focus — because our feedback told us that these are priority areas for clients, prospects and the lawyers at the firm. We also took other user personas into consideration as we built the website, including: students, laterals, alumni and the media.
Generous use of white space. Powerful images to reflect the firm’s key industries and clients —these are the design elements we used for EKB’s website. We also used mega-menus to strengthen accessibility and ease of use, eliminating the need for the user to “click-thru” for information they are searching.
Lawyer Bios – the most important area of a law firm site, on average receiving 80% of its traffic. Because of this, we implemented a “lawyer microsite” style bio page. This flexible format accommodates the business development needs of individual lawyers through a customizable page that includes everything from standard contact information and practice areas to publications, recognition and community Involvement.
Responsive design is an imperative in today’s business and legal marketplace. We know that EKB targets use a variety of devices, including smartphones, tablets, laptops and large desktop monitor. The website utilizes responsive design to ensure that the user’s experience is tailored to their device and browser; the layout of each page adapts automatically.
Law firms need marketing materials – bios, pitches, proposals— in a format that is client-ready, easy to access and easy to update. We created “on-the-fly” PDF versions of lawyer bios, practice areas and industries of focus. Not only are they auto-updated from one source, but also are aesthetically beautiful pieces.
Client Case Studies
EKB has worked with BC businesses for generations and they are proud of their role as trusted advisor to their clients. Including case studies was a natural fit within both the Homepage and the Expertise mega menu. The case studies provide an overview of work EKB has performed while keeping the focus on the client success.
Search Engine Optimization (SEO)
In today’s competitive online environment, Search Engine Optimization (SEO) is a necessary component to a website’s success. We used industry standard, organic SEO tactics on the EKB site to maximize the exposure on the major search engines. We also implemented a keyword strategy across the site that was reflective of their business development and marketing goals.
The writers at fSquared Marketing all have legal marketing experience, and we used that expertise to maximize the effectiveness of EKB’s website content. During the content audit process, we identified areas of strategic importance missing from their existing content and in certain cases we provided the text. We also edited and rewrote existing content to ensure consistency of brand and voice. We managed the consolidation of all text in our content curation system, for easy upload to the developed site.
In preparation for the launch of the new brand and website, (and to enhance the firm’s future business development efforts) we created EKB’s essential social media accounts. For each social media channel, we developed graphics to reflect the look of the new website and to maintain a consistent online brand presence.
As part of a broader, on-going marketing campaign, we created a variety of advertising pieces for EKB’s brand and website launch. We linked the launch to the firm’s 50th anniversary with the slogan: “We’ve had a mid-life…transformation.” The ads contained tongue-in-cheek images showing the brand logo integrated onto a tattooed arm, a sports car, a motorbike, and a skydiver.
fSquared Marketing is known for its excellent project management. Our extensive experience in managing the development of marketing programs, websites and e-commerce platforms, and our proprietary project management and communication tools, ensured that we kept the EKB project on-track and on-budget.