Creating a comprehensive brand experience
Larson LLP, founded in 2016 and based in Los Angeles with attorneys in Orange County, Washington, D.C., and London, is a leading litigation boutique with some of the most recognized legal victories in the last decade. Clients turn to them for landmark trials and appeals, bet-the-company litigation, international disputes, and high-profile white-collar matters and investigations.
Larson LLP’s brand and website, while functional, felt outdated with its traditional layout, conservative branding, and run-of-the-mill photography. It didn’t reflect the significant traction the firm had made since it was established, nor did it showcase their work, victories, and talented team of attorneys as well as it could. The firm needed a brand and website that conveyed the firm’s vitality—the growth they’d experienced, their commitment to their clients, and most importantly, their confidence. Larson’s marketing director contacted fSquared Marketing, knowing we would produce the results she wanted.
Branding & Identity
Finding the firm’s voice
It’s our job to convey a firm’s authenticity in an appealing way. Through in-depth Discovery Sessions, Larson LLP told us about the values closest to them: fierce advocacy for their clients, winning the most challenging cases, and agility and diversity in their practice areas in order to best serve clients in almost every industry. We developed a brand spirit and key messages to convey the firm’s breadth of experience, success, and self-assurance. The decision was made to keep the “LLP” of Larson LLP to reflect the firm’s partnership. Most importantly, the firm’s advocacy, expertise, and sophistication were to shine through in their messaging.
Designing the firm’s brand
It’s our job to convey a firm’s authenticity in an appealing way. Through in-depth Discovery Sessions, Larson LLP told us about the values closest to them: fierce advocacy for their clients, A firm’s brand is more than just a logo, it’s a system of visual elements such as colour palette, typography, messaging, and imagery that when used properly, communicates and reinforces their brand in all their communications. Through our discussions with the partners and in-house marketing team, the decision was made to use more dynamic images with personality for the Larson LLP brand. To replace the saturated teal and stark white of the old site, cerulean blue, greys, and neutrals were chosen to reflect Larson’s brilliance and sophistication. The Larson fonts were selected for their contemporary feel and flexibility of use. A dynamic logo was chosen that could easily be used for other marketing applications.
Communication Tools & Collateral
Larson LLP’s new brand was carried through to business cards, letterhead, stationery, and other marketing and communication pieces. We also produced a robust brand style guide for the firm to ensure consistency moving forward.
Website Design & Development
Scope & Preproduction
Form should meet function in great design. We couldn’t agree more. Working closely with the team at Larson LLP, we identified the firm’s goals, their audience, and analyzed the mindset of their prospective clients in order to create a website design that allowed visitors to find what they need quickly and easily. This process allowed our design team to create blueprints (Information Architecture and Interface Design Wireframes) centered around perfecting the user-experience. firm’s overall visual brand.
Website Design & Planning
The firm’s focus on achieving winning results dictated every element of the design. The website doesn’t just make big claims, it proves their excellence. An example of this is the Case Studies feature, where examples of the firm’s successes can be found. Visitors can also view the updated attorney bios, with high-quality bio photos and numerous supporting features and links to related content. Creating a visual interface that is easy to use and reflects and supports the new brand, visitors are greeted with the heart of the brand’s messaging on the homepage: “We are built to win the most difficult of cases.” Dynamic, colour-blocked areas set off the most important information as a visitor scrolls down the page, with links to the firm’s About Us page, practice areas, team, and cases.
Custom Code & Site Build
Our goal with Larson LLP was to design a website that was as focused and confident as the firm’s litigators. The site is simple and straightforward with clear navigation, free from clutter. We achieved this through spotlighting the essentials and giving users a clear path from the moment they land on the homepage and start scrolling. Across the site, we employed what we call “Intelligent Content Linking” to ensure that related people, pages, and content are interconnected in a way that feels intuitive. It’s easy for users to move from a lawyer’s bio to the firm news, or from a practice area to related team members. We also built several backend features to streamline everyday operations and make everything more efficient for the lawyers and legal marketers.
We’re experts in accessibility. fSquared Marketing applied our knowledge of accessibility best practices and four accessibility principles—that a website should be: perceivable, operable, understandable, and robust. Our software and coding techniques along with our accessibility testing delivered a WCAG 2.1 Level AA.
These aren’t your average lawyer portraits. The photographer captured approachable and confident images of the firm’s attorneys and legal support staff. Our curated photography services included art direction, dress-code guidelines, and photo editing.
We designed the lawyer bios so that key details are highlighted with additional information readily accessible. In the backend, it’s easy for the firm to make updates. Visitors can contact a lawyer right from the menu or click through to read a lawyer’s bio to view news, cases, education as well as a print to PDF option.
The new larsonllp.com is mobile responsive, making it easy for clients and staff to access the site on desktop, tablet, or smartphone. Designed to accommodate modern screen resolutions, all major browsers and across all platforms and devices, the new larsonllp.com looks great on any device.
Value Added Services
Search Engine Optimization (SEO)
Our web marketing team implemented SEO best practices and tactics throughout the new website to help improve performance on Google and other search engines. We optimized content and provided strategic advice to help larsonllp.com get found online.
We worked with Larson LLP attorneys and marketing professionals to help develop new content as needed. By providing a Content Map and taking the firm’s tagline, “We are built to win the most difficult of cases,” as our starting point, we clearly articulated the firm’s conviction in our messaging and ensured a consistent brand voice throughout. In addition, we provided writing guidelines for various content including lawyer bios, practice areas, and case studies.
fSquared Marketing is known for its stellar project management. Our extensive experience in legal marketing and website development along with our proprietary project management and communication tools allowed us to mitigate delays and ensure we kept Larson LLP moving forward to a successful launch.