A strategic redesign for a global leader.

The challenge

The original Troutman Pepper and Locke Lord websites and surrounding brand communications, while functional, did not effectively communicate the firm’s expanded reach, industry depth and combined strengths. 

Moreover, the as is digital platform was essentially a wall of words—a reading experience in an age where visitors prefer not to read and are more likely to engage with multimedia content.

The existing layout presented a cluttered user experience, making it difficult for visitors to navigate the firm’s key industries, diverse practice areas and most valuable content.  The legacy design and CMS were also a source of frustration for firm marketers and recruiters who needed to add multimedia content and build new pages/campaigns on their own. The challenge was to create a modular design and platform that not only looked modern but also served as a more useful, user-centric tool—all while reflecting the firm’s position as a global law firm leader.

Our approach

Our approach was built on a foundation of internal and external user research and strategic design.

We began by conducting a thorough audit of the existing websites’ structures, BD integrations and content. This work identified key pain points and opportunities for improvement. This analysis was crucial for developing user journeys for clients, recruits and internal users that are both logical and highly effective.

We analysed the design and content trends of leading professional services firms to ensure the new site would stand out in a competitive market while maintaining an innovative and authoritative feel. The new design emphasises a clean, sophisticated aesthetic, with a clear layout and visual hierarchy that directs users’ attention to key information.

Key deliverables

• We analysed the design and content trends of leading professional services firms to ensure the new site would stand out in a competitive market while maintaining an innovative and authoritative feel. The new design emphasises a clean, sophisticated aesthetic, with a clear layout and visual hierarchy that directs users’ attention to key information.
• A new northstar brand promise and messaging platform for internal and external applications: “Your experience is our difference.”
• The creation of optimised user journeys and a streamlined information architecture to enhance site navigation.
• A revised logo and visual identity drawing from the two combined firms’ existing identities with a focus on a clean, professional style, improved typography, and a modified color palette.
• A customized approach to imagery, graphic information delivery, and iconography along with an extensive library of images, icons and new graphics
• Modular designs with maximum flexibility for page building, on page information delivery and campaigning.
• A streamlined thought leadership center and blog/microsite/podcast hub.
• An impressive, stand-alone client achievements center separated from firm news and insights that allows prospects to easily grasp client engagements and results.
• A new approach to video and social promotions aligned with the site and refreshed brand.
• New pitch and proposal system design and complex integrations with Foundation (experience center) and other marketing/recruiting applications.
• The final website design with enhanced readability, improved contrast, and overall accessibility best practices.

The results

Beyond helping the firm declare its industry majors, practice strengths, expansive reach and innovative client experience commitments, the redesigned Troutman website and brand yielded significant improvements, as demonstrated by enhanced user engagement and navigation metrics. The new layout and streamlined user journey resulted in a more intuitive and efficient experience for visitors.

External users were able to navigate the site with greater ease, leading to increased time on site and more successful interactions. Internal users can now publish information in any media with ease. The refreshed brand and new website now accurately reflect the firm’s position as a forward-thinking and client-focused leader in the industry.