Jones Walker, an enterprising law firm with more than 350 practicing attorneys and a forward-thinking attitude, wanted to refresh its brand, modernize its digital presence, and go beyond where it had previously been. The firm selected Herrmann to lead the creative efforts and RubyLaw to provide the marketing technology to support the following organizational priorities:

• Increase name recognition nationally, while meaningfully differentiating from other established “Jones” and “Walker” firms

• Revolutionize the brand, messaging, and underlying technology to assert its position in the market

• Convey the firm’s focus on delivering value to clients

The Herrmann team engaged the firm in a rebranding program, resulting in a new logo and visual system to reflect the firm's dynamic energy, spirit, and momentum. These, when combined with a new industry and thought leadership focus, provided a platform for the firm to express its intent and an opportunity for RubyLaw to activate and bring the brand experience to life within the digital realm.

With RubyLaw powering the new JonesWalker.com, the firm has a sleek, vibrant look and functionality to match. Strategically-placed animations and micro-interactions guide the way, revealing information intuitively and expeditiously, while a reorganization of the firm’s areas of expertise gives priority to industry specialization over practice grouping. This decision uniquely elevates sectors like Construction and Energy, where the firm has strength and market leadership. To further accelerate the pace at which visitors can surface critical content, including attorney profiles and news items, the site’s RubyLaw Smart Search functionality provides a lightning-fast approach including intelligent typeahead capabilities built into the engine. Finally, to provide more utility to internal and external constituents, the site includes custom PDF generation for quick, on-the-go document collection and printing.

 
In addition to design, functionality, and ease-of-use, the new site is also providing bottom line returns to the client. We learned from the Marketing team soon after the launch that Jones Walker is actually winning business because of the site.

“In a short time since the launch of our new site, our attorneys have reported several instances where our enhanced search engine and SEO led clients to contact and hire them for new work,” reported Kim Perret, Jones Walker’s Chief Marketing Officer. “Another client gave us the project after comparing our website to the other firms with which we were competing.”

We look forward to continuing our collaboration with Jones Walker as the firm pursues new heights and beyond.