When redeveloping Chapman Tripp’s brand identity, the opportunity included the redesign of their website, with a surprising and innovative result.
Their website is the channel that consolidates an enormous amount of information and resources and our task was to create a highly engaging and informative website for a wide audience group, while bringing the dynamic new brand identity alive.
Chapman Tripp is one of New Zealand’s biggest and longest serving law firms known for their frank, practical analysis and clear choices focused on outcomes.
As one of several marketing and communications channels the firm had at its disposal, the website is the channel that consolidates an enormous amount of information and resources. It makes these available to the widest possible group of stakeholders, including clients, media, law students, and many more for a long time to come. Our task was to create a highly engaging and informative website for this wide audience group, while bringing the dynamic new brand identity alive.
The brand identity we were concurrently developing proved a major visual anchor for the creative development of the site, which needed to express a more agile, competitive, ambitious and thoughtful style. And it needed to last.
The direction chosen delivered a more dynamic and visual approach compared to the old website, with a commercial edge rather than just presenting a professional face.
Quality imagery commissioned specifically to support the website and other related applications, such as the new portraiture style developed for their people profiles, as well as the new image treatment created for the section headers & marketing collateral, meant that the design integrity of the new identity could be upheld. The main graphic treatment, which is consistently maintained throughout the website, supported by good content leaves an emerging picture of a fast-moving, business-savvy firm that is competitive, ambitious and highly aware.
The varying website page templates needed to be simple and clear, easy to navigate and understand, whilst at the same time conveying the promise of an organisation with collective strengths, resources and a strong dose of reassurance.
As the people at Chapman Tripp said upon launch, ‘the new site is strategic, commercial and decisive’. Which delivered precisely to the goal image that the new identity was seeking to reposition the firm as.
Visit the site: http://www.chapmantripp.com
See also: The Chapman Tripp Rebrand
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