Providing a digital experience to meet the law firm’s global ambitions.
With over 300 partners and 1100 lawyers worldwide, Taylor Wessing ranks in the top 20 UK law firms. They appointed Tangent to help them with a full scale global rebrand and website transformation project. This saw us consolidate a number of regional sub-domain sites into one truly global platform, whilst providing individual jurisdiction with the capability to present distinct offerings.
Our discovery process saw us consulting with partners and the global board, as well as with current firm clients. This collaborative approach helped us evaluate the journey users go through and the role of content when evaluating a firm’s credentials.
Taylor Wessing saw this transformation exercise as an opportunity to review its tired brand. Our concept and digital-first creative ideas saw us also win the separate brand project.
We provided the firm with a suite of assets and a comprehensive style guide to ensure brand consistency across all the collateral material they produce.
We used the firm’s International Partner Conference to stress-test the new brand within an offline context and gather early partner feedback. The unanimous reactions gave the firm (and us!) the confidence that our concept met the brief of giving the firm a distinctive, refined and sophisticated look.
From brand to site
Like most professional services businesses, a lot of Taylor Wessing’s leads came through existing relationships and referrals. As such, lawyer profile pages are often the first point of entry for website users. We needed to ensure that users flowed from these pages onto other areas of content that established Taylor Wessing as an authority in key sectors.
We also implemented a personalisation strategy so website users not only received content relevant to the region they were visiting the site from, but also kept track of their behavior and content preferences for future visits.
From client proposition to employer brand proposition, our modular solution gave the firm all the components they need to address visitor needs and see the firm grow from a digital perspective.