A new partnership
A confident brand
A sophisticated website.

McEwan Partners Logo


McEwan Partners is a new boutique that brings together a team of industry-recognized litigators. Several of the founding partners have been designated as Queen’s Counsel, and the firms lawyers have been recognized by Chambers, Lexpert, Best Lawyers, and Benchmark Canada.


The firm’s founders are individually well-known for their many successes but, when they came together to lead a new firm, they didn’t have an established office, let alone a brand. The formation of McEwan Partners was bound to cause a disruption in the market, while attracting the attention of industry, in-house counsel, rivals, and the wider legal community. The new brand and website needed to demonstrate that the firm is more than a collection of litigators— it is a cohesive partnership. The new look needed to underscore the firm’s expertise and portray the confidence and capabilities of the firm’s lawyers, underscoring their readiness to work together to tackle the most complex challenges.


Working with fSquared Marketing was a challenge— I mean that in the best way. From the outset, they encouraged us to think deeply about who we are as a firm. They challenged us to perfect our messaging, while keeping us focused on the end goal. With their assistance, our new litigation boutique was able to enter the market with a strong brand and a website that reflects our status as leading litigators.

Bob Cooper, Q.C., Partner, McEwan Partners



As a new entry into the legal market, the firm needed to be able to clearly articulate its focus and its unique value. fSquared Marketing met with leadership for in-depth Discovery Sessions to better understand the character of this nascent boutique. These roundtables allowed us to appreciate the firm’s spirit of partnership, and the founders’ driving ambition to build a preeminent litigation boutique. The decision was made to name the firm McEwan Partners, reflecting a guiding value of partnership. We articulated key messages which conveyed the firm’s confidence, its recognition within the industry, and its results-focused approach.

Mcewan Logo concept design


Every brand tells a story and since the story of McEwan Partners was only just beginning it was essential that it start out right. The goal was to express the firm’s confidence in its capabilities and its depth of experience across a spectrum of industries. Our design team worked with a deep blue palette imbued with strength and permanence: essential qualities for a new enterprise. The firm’s logo is classic, somewhat understated yet sophisticated, engendering a sense of trust.


McEwan Partners’ new look was carried through to business cards, letterhead, stationary, and other marketing and communication pieces. We produced a Brand Guideline document, so that the firm can ensure a consistent look as they move forward.



The best law firm websites are more than digital brochures. They are active spaces where visitors and firm lawyers can connect, and exchange news and resources. For this reason, our web development team worked closely with McEwan Partners to understand their firm, their areas of focus, the types of visitors they were hoping to attract to their site, and the objectives they wanted to achieve. We drew up blueprints (Information Architecture and Interface Design Wireframes) to help the firm meet these goals.


At this time, the firm’s new brand took centre stage. We did away with flash and gimmicks to build something that was minimalistic yet refined. Subtle elements reinforce the firm’s expertise throughout the web experience. Related cases display in the expertise areas, notable cases are showcased on the lawyer bios, and recognitions are listed on lawyer bios and in strategic messaging. is fully-responsive and looks great on any device: desktop computer, laptop, tablet, and mobile.


Clients in the process of retaining counsel will look for evidence of a lawyer’s record of achievement in related areas and for their successes in court. For this reason, we designed a cases database that allows users to easily assess a litigator’s track record. It is possible, for instance, to see a history of Bob Cooper’s representation in matters of commercial litigation or to view the real estate cases in which Oyen James served as counsel. We paid significant attention to the lawyer bios, by far the most visited part of any law firm website.


A new player in the market, the firm would see a good deal of traffic to its homepage. Key messaging are displayed against a fast-flowing video, creating a sense of momentum, while a callout box provides compelling evidence of the firm’s expertise.


Large, impactful lawyer photography puts the focus on the firm’s litigators. Each photo has a textured quality, highlighting individual character. These photos are the visual focal point of the site, conveying the firm’s authenticity and sophistication.


A fully searchable database makes it simple for users to view the past cases of firm lawyers for diverse practice areas and sectors. This allows the firm to showcase its experience while giving users a tool by which to quickly and accurately assess the firm’s expertise.


Search Engine Optimization (SEO)

As a new firm, would begin with almost no ranking power on Google Search. Drawing on industry best practices, we helped the firm to get a fast start out the gate. Leveraging organic SEO tactics throughout, we implemented a keyword strategy reflecting their target audience and objectives.

Content Creation

Our writers have legal marketing experience and we used that expertise to maximize the effectiveness of McEwan Partners’ website content. Working with the lawyers at the firm, we helped identify the voice and message for the firm and provided writing guidelines from which they could build. Where needed we provided new text while also editing and rewriting content to ensure consistency of brand.

Project Management

fSquared Marketing is known for its excellent project management and we are proud to say that we completed this project in an ambitious time-frame. 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 McEwan Partners project on-track and on-budget.