Hamilton Duncan Armstrong + Stewart Law Corporation is a medium-sized, British Columbia based law firm providing legal counsel to businesses and individuals in the Lower Mainland and Fraser Valley.
Having served clients since 1959, Hamilton Duncan Armstrong + Stewart is one of the largest, most established and well respected law firms in the Fraser Valley. Although forward-thinking, the firm’s visual identity remained in the past, with a website that did not reflect its strong community roots or modern personality. The branding failed to translate the firm’s value proposition, and as a result client perceptions were shaped by the firm’s Surrey location, rather than the unparalleled client service that Hamilton Duncan offers.
- Website Design & Development
- Content Writing
- Search Engine Optimization (SEO)
- Social Media Integration
- Project Management
- Brand Launch
- On-Going Marketing Services
“In 2015 our firm decided to undergo a firm rebrand and we retained fSquared Marketing to assist us with this project. An undertaking such as this can be a daunting and overwhelming process for obvious reasons, especially when you are still trying to manage a successful law firm. fSquared Marketing has the experience, team and project management skills to effectively assist your firm in successfully rebranding. While not always an easy task, they worked hard at keeping our internal team on task. They set achievable deadlines and delivered when and what they said they would deliver.
We have had extremely positive feedback with both our logo and website design and feel that our new look truly reflects who we are as a firm. Their creative design work with respect to advertising is fresh and forward thinking, while still keeping in mind our traditional values and focus on our community.“
– Lynda Wendland, Marketing Manager
Discovery & Verbal Brand
Discovery sessions were held with the firm’s key stakeholders, allowing us to understand the business goals of the firm, which led to the decision to rebrand the firm as Hamilton Duncan. Our data served as a foundation for the development of key messaging and strategic positioning, which emphasized the firm’s focus on client service. Taglines emerged, including: “We Exist for Our Clients,” “We Make it Simple for You to succeed,” and “Lawyers. There for You.”
Hamilton Duncan needed a brand that reflected their authentic identity, not only using their own definition of themselves but also how they were seen by the community they serve. The shorter, more memorable name “Hamilton Duncan” was chosen to address this goal. The wordmark that evolved from there was designed to be strongly geometric, yet crisp and dynamic to express the firm’s ability to view their clients problems from all angles and apply the best creative legal solutions. The logo still had to feel friendly though; Hamilton Duncan has expertise in both Business and Personal aspects of law so the brand had to be professional but approachable. These ideals were expressed through the use of a strong, slightly angular slab serif with a cheerful colour palette applied.
The brand colours represent the form’s key messaging through both the business and personal lens; bright leafy greens simultaneously channel the Surrey environment filled with street trees, deltas and parks and also the calm energy of the firm. Warm intense purples lend a sense of sophistication and speaks to the creativity and wisdom of Hamilton Duncan’s lawyers.
Communication Tools & Collateral
Carrying the new brand design through to the firm’s communication tools, we also produced a Brand Guideline document to ensure consistent usage of the new Hamilton Duncan brand in the future.
Scope Development & Pre-Production
Website Design & Planning
The website design phase is where the new branding comes to life. In this phase, we incorporated brand elements into the site layout, including the new logo, colours, fonts, imagery that was carefully selected, as well as the key messaging that we created for the firm. We designed the site keeping in mind the importance of optimization on a variety of platforms, such as desktop, mobile, and tablet.
Custom Modules Development & Site Build
During the website build process, we focused on ensuring that the site would easily and efficiently provide key content to the target users of hdas.com. Extra attention was paid to the areas of the site that would be most important to clients and prospects – the lawyer search, client experience, and practice areas.
Lawyer bios are the focus of all law firm websites. On average, a lawyer bio will make up 80% of overall website traffic, and in order to take advantage of this we implemented a “lawyer microsite” style bio page. This customizable format acts as a business development tool for individual lawyers; displaying contact information, practice areas, publications, recognition and community involvement – giving the user an in-depth look at the backgrounds of each lawyer.
As the number of users choosing to browse on mobile increases, responsive design has become more important than ever. Hamilton Duncan’s audience uses a variety of devices, including smartphones, tablets, laptops, and desktops. We have built their website with the technology to automatically respond to the user’s preferences for whichever device they use by adapting for resolution, image size and scripting abilities.
HDAS is a trusted law firm in their community, having provided both business and personal law services to clients for almost sixty years. We included recent client stories on the Homepage, as these exemplify the care and attention that HDAS gives to their clients and community at large.
Search Engine Optimization (SEO)
In today’s competitive online environment, Search Engine Optimization (SEO) is essential for a website to succeed. We used industry standard, organic SEO tactics, including a keyword strategy that reflected their business development and marketing goals, to gain exposure and drive traffic on major search engines.
The writing team at fSquared Marketing all have legal marketing experience, allowing us to maximize the Hamilton Duncan website content. During the content audit process, we identified key areas for new content and, where appropriate, we worked with the client team to develop and write the web text. We also edited and rewrote existing content to ensure consistency of brand and voice. We managed all text in our content curation system for easy upload to the newly developed site.
We created Hamilton Duncan’s social media accounts in preparation for the launch of the new brand and website, (and to enhance the firm’s future business development efforts). We developed graphics for each social media channel to reflect the new website and maintain brand consistency online.
We created a variety of advertising pieces for Hamilton Duncan’s brand and website launch. Introducing the new brand, we developed print ads with the tagline “New Look, Same Dedication to Our Clients,” further promoting the new website to existing and prospective clients.
At fSquared Marketing, we pride ourselves on our excellent project management. We have extensive experience developing marketing programs, websites, and e-commerce platforms, and our proprietary project management and communication tools allowed us to keep the Hamilton Duncan project on-track and on-budget.