CASE STUDY

Smith Jadin Johnson, PLLC

Project type: website redesign, UI/UX
2019

Context:

This was an online rebranding project for a multi-city law firm, returning to FindLaw after a multi-year absence. They were looking to completely update their look from what was online at the time. The firm felt that the visual narrative didn’t fit the firm’s legal acumen and personal style of the firm’s partners. 

The firm also felt that their previous site didn’t have enough drama and visual punch, given the bold colors of their red-hued logo. 

Consultation:

We discussed the possibility of using a “hipster” vibe to visually define the firm within the Minneapolis and Denver markets, both locations that embody that feel in the culture. It was with these goals in mind that I began designing the firm’s new site.

Challenges:

The firm had also been a previous client of FindLaw, who had not been happy with the design we’d given them prior to their departure, so the overall directive was to really wow this firm with something very “design forward” and visually strong to impress them into re-establishing faith in what FindLaw could offer.

Project Scope:

• Select new site fonts that worked more in concert with the firm’s established logo
• Employed a color scheme that feelt masculine while not alienating a female demographic
• Employed practice-related images that bridged the gap between the custom firm photos and relevant practice area body copy
• Crafted a navigation structure that would translate well from desktop to mobile environments
• Implemented a visual flow that used texture and elements that picked up on the cultural vibes of both the Minneapolis and Denver markets