Brand Identity Design & Custom Website Development for Legal Management Resources
Client
The client is a membership association for lawyers around the world. They provide resources, networking opportunities, and support for legal professionals.
Goals
The primary goal of the project was to modernize the client's outdated website and branding to improve member management, attract new members, and enhance the overall perception of the association. The target audience included both existing members, who expected a seamless and improved user experience, and new and young lawyers, who needed to be attracted to join the association. The tone and branding aimed to convey professionalism, authority, approachability, and community.
Solution
As the Fractional Creative Director, I led a comprehensive rebranding and website redevelopment project. I created a welcoming brand identity that appealed to both existing and potential members, featuring a logo symbolizing unity and inclusivity. The typography was chosen to be inviting, while the color scheme of blue and green conveyed expertise and a solid history, with yellow accents for visual appeal.
I developed two Squarespace websites: an external site for non-members to learn about the association and a membership site with a resource library gated for registered members. The membership site included a custom search and filter functionality for easy access to resources. I also focused on creating an intuitive website architecture aligned with desired customer journeys and provided documentation for easy website maintenance.
Additionally, I conducted a series of member training programs to ensure a smooth transition to the new platform and free up my client’s time to focus on member development.
Impact
The modernized website and branding improved member management efficiency, attracted new members, and elevated the association's image. Members appreciated the fantastic website design and found the platform easy to navigate, accessing both old and revamped member benefits seamlessly.
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