Slaughter and May
Client: Slaughter and May
Sector: Legal
Project type: Corporate website redesign
Disciplines: Branding research | Mood boards | Workshops | Iterative design process | Asset creation | Typography | Imagery.
Agency: SAS design
Brief
Slaughter and May are one of the top five most prestigious London-headquartered multinational law firms. It's part of the so-called magic circle, including firms with the largest revenues, the most international work and which consistently outperform most of the rest of the London / world market on profitability.
Challenge
Following up on a branding refresh exercise, their digital touch points felt no longer current and aligned with the brand attributes. Their brand personality was yes traditional and steeped in history but their online presence was not reflecting the modern and forward-thinking traits that their clients associated with the firm.
Solution
We went through a phase of brand discovery, holding workshops with the main stakeholders at the firm. We iteratively built upon a series of upon mood-boards, including colour themes, materials, and textures and validated our findings before embarking in a complete redesign. The result was a top-class, highly interactive and almost tactile experience that reinforced their leading brand status with their international clientele.
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