When Hawley Troxell, a leading regional business law firm, sought to invigorate their time-honored Idaho brand, they turned to us. Tasked with a rebrand that balanced modern sensibilities with a rich legacy, we embraced the challenge and brought the brand to life through compelling photography, videography, and a website that captures the essence of their identity, their people, and their commitment to clients and the communities they serve.
Idaho’s largest business law firm was looking for a website update. Their 10-year-old website was cumbersome, hard to update, and didn’t reflect who they were. They were also in the midst of expanding outside of Idaho, and needed a brand to grow with them.
Our approach was holistic, going beyond visual aesthetics to shift perceptions at the core. We aimed to shift the audience’s view from traditional and unapproachable to forward-thinking, and community-minded.
We laid the groundwork with brand positioning — a mission, vision, values, and tone that everyone could rally around. We developed a slew of logo options and visual branding to bridge the gap between their existing reputation and modern outlook. Working with the board of directors, we finalized a winner that really felt like Hawley Troxell.
Working around busy attorney schedules, we built an extensive photo library and created a brand video for prospective clients and career prospects to understand what makes the firm different.
Along the way we were simultaneously working on a website redesign. In addition to showcasing the new brand, we set out to build a site that would be easy to edit and update for years to come. We focused on user experience, creating seamless navigation to showcase their breadth of services, experienced team, and opportunity for career development.
Hawley Troxell came to life through the new brand, capturing the essence of their identity, their people, and their commitment to clients and community. Digital traffic improved significantly — clicks from organic search increased by 5%, time-on-page increased by 50%, page views by 228%, and the people, contact, and careers page increased by 332%, 140%, and 707% respectively.
In the end, our partnership with Hawley Troxell is not just about a rebrand; it’s about creating a narrative that ushers in a new era for an iconic brand led by passion and a legacy of excellence.