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McLennan Ross: Website Design and Development


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With McLennan Ross’ refreshed visual logo and positioning messaging approved, Cubicle Fugitive was retained to reimagine the brand and client experience by designing and developing a new website. With a strong foundation and understanding of the firm’s people, practices, and client value proposition, we worked closely with the firm’s marketing team to simplify the navigation and architecture of the website.

We started the process with an intensive audit of the firm’s current user habits and website traffic through Google Analytics. We expanded our knowledge base with a thorough competitive service audit so that we could advise the firm of additional sub-services the firm should consider including.

We then explored how best to take the firm’s new visual brand and campaign and visualize it in an interactive, engaging, and pragmatic way. Wanting to ensure that timely information was not missed, we used asymmetrical colour blocks for recent insights and news. Our team played with the firm’s bold colour combinations, unique fonts, and the spacing and sizing of various elements to create a fantastic site that would stand out in the legal field.

With a commitment to unwavering advocacy, our team advised McLennan Ross on housing representative work on the site that showcased their high-profile matters.

Having already defined how best to tell McLennan Ross’ brand story during the Brand Positioning phase, we worked closely with our designers to create interactive methods of communicating the core messages to prospective clients, referrals, and employees. Our design team created distinctive page templates for the Why McLennan Ross and Our Promise pages that were then used in several other sections of the website.

With a commitment to unwavering advocacy, our team advised McLennan Ross on housing representative work on the site that showcased their high-profile matters. We also worked with the firm to rewrite all bios and practice pages, clearly defining McLennan Ross’ work and the “why McLennan Ross” factor. To showcase the firm’s diversity, equity and inclusion efforts, we developed a page highlighting its current, past, and future commitments to allyship, education, awareness, and increasing representation and opportunities within their firm and community.

Cubicle Fugitive also redesigned the firm’s recruitment content to give prospective employees and clients an accurate understanding of the McLennan Ross experience. The pages were designed to be modern and clean, with the recruitment pages including interview tips and critical information for students.

While a design-driven website, Cubicle Fugitive understood that the firm required a new site that the firm’s marketing team could easily maintain. We selected a robust content management system and developed an intuitive and highly interlinked taxonomy, resulting in an optimal experience for users and administrators. The resulting website is unique and innovative, functions well for the firm, and is easy to use and navigate.

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