Ogletree Deakins is one of the largest labor and employment law firms with more than 900 attorneys located in 53 offices across the United States and in Europe, Canada, and Mexico. They had two goals: redesign, streamline and modernize their website, and develop detailed brand and digital guidelines.
With so many moving pieces, it was crucial that we work closely with our client stakeholders during the strategy phase to ensure the site would meet all their requirements from a technical standpoint as well as from the brand look and feel. Our responsive design concept had to work on a global scale culturally, account for character counts in various languages, and apply to all different areas of employment law, while incorporating an updated look and feel that still felt like the same brand. The result was a professional yet-modern looking website that put attorneys and their content front and center.
During the Strategy phase, we interviewed dozens of stakeholders throughout the organization, fully understanding the unique pain points and expectations for each Ogletree department and location. During this phase, we developed:
• Content Audit
• Content Strategy
• Technical Requirements
• Site Map
• Wireframes
During the Creative Concept phase, we incorporated learnings from our stakeholder interviews as we explored multiple look and feel directions and began development on a style guide for the new website. Deliverables coming out of this phase:
• Home page comps (2 design directions)
• Color palette options
• Typography exploration
• Photography direction
• Voice and tone
During the following phase, the Design and Development teams worked together to build out the website based on the initial wires, working within the look and feel developed in the previous phase. We progressed in batches by website section, iterating and adjusting previous batches simultaneously as we went.
BRAND GUIDELINES
As the Development Team continued work on the website, the Creative Team put together detailed brand guidelines, based on the look and feel established earlier. We developed both a Brand Book and a Digital Style Guide, along with an online brand portal to house all guidelines, assets and templates created throughout the project. Deliverables included but were not limited to:
• Brand and digital style guide
• Voice and tone
• Photography, icon, and design asset library
• Typography guidelines
• Branded firm logos and logo templates
• Color palettes for overall brand and individual departments
• Templates including flyer, letterhead, email header and PPT
