More than 125 years of delivering creative and practical legal solutions has earned Shook, Hardy & Bacon top-tier recognition, largely in the areas of product liability defense and class action litigation. This historic focus expanded significantly into a number of other litigation-based practices and new industries in the last decade, and Shook needed to shift client and market perceptions, starting with a new brand identity and website redesign.
Shook turned to One North for a solution that would serve as an invaluable business development tool and aid in showcasing the firm’s experience, knowledge and resources. With nearly 500 attorneys in multiple offices and countries, the new website also needed to address the strategic goals of a global law firm while taking into account specific marketing and business development strategies.
One North was charged with designing a site that would incite conversation, demonstrate expertise and emphasize emerging growth areas while incorporating Shook’s newly established logo, color palette, typography and brand statement.
Taking an industry-focused approach became a central component of the redesign strategy to help showcase the firm’s depth of experience and range of services to current and prospective clients, ultimately helping Shook cross-sell capabilities.
Encouraging site visitors to think within the context of industry (rather than practice) is executed in a variety of ways throughout the site. The Results section prominently displays industry filters and prompts users to explore Shook’s experience within a given client industry. Similarly, industries are given priority in the Services section, allowing users to quickly understand the relationship between a specific sector and Shook’s capabilities by way of “isotope” animations.
“Working with One North on the redesign process enabled our team to articulate the objectives, goals and overarching strategy behind our new website and brand. The firm is now unified under a clear and concise brand voice, and everyone understands and embraces what we’re working toward.”
Alison Talbott, Digital Content Supervisor, Shook, Hardy & Bacon
Shook’s new logo, color palette, typography and brand statement were strongly leveraged in the website design, woven in with seamless page transitions and smooth microinteractions. A clean and consistent look offers a contemporary quality while highlighting the firm’s vast experience.
“We needed to strike a balance in conveying the firm’s forward-thinking approach without abandoning our rich history and experience. This website enables us to capture the past, present and future while showcasing a consistent brand identity.”
Alx Beshkova-Bordages, Senior Graphic Design Specialist, Shook, Hardy & Bacon
The website was designed to inherently focus on content and tell a complete story. With an existing database that housed in-depth details on a vast number of cases from the firm’s past, Shook was armed with decades of valuable content, which became a pillar for the site’s content strategy.
The user experience design brings the case studies and results to the forefront, again emphasizing Shook’s industry focus and allowing prospective clients to quickly and seamlessly navigate to the information they’re seeking. Multiple calls to action help eliminate dead ends, and microinteractions pull users into peripheral pieces of content.
As Managing Director of Client Development, Bill works with professional services organizations to elevate all aspects of their business – from Marketing and Information Technology to Recruitment, Human Resources and everything in between. Bill empowers clients to leverage digital to improve their internal business practices, bolster their marketing efforts, attract and retain all key audiences, and, ultimately, reach their business objectives.
Jessica is One North’s Associate Creative Director, collaborating with clients to deliver interactive solutions, including creative strategy, website design concepts and brand development. In addition to bringing an artsy edge to everything she makes at One North, she also specializes in procuring the best cat GIFs to spread around the office.
As Director of Technology Operations and Offerings at One North Interactive, Ethel is responsible for the management and execution of leading digital technology solutions and software product management for B2B relationship-based businesses. Never one to shy away from a challenge, Ethel once zip-lined, upside down, in a rain forest in Costa Rica.
Vinu is an Architect at One North, responsible for overseeing multiple development projects and architecting and implementing full life cycle digital strategies. Fun fact: he can speak three languages fluently and two more in a way that irritates native speakers.
Rene is a Senior Front-End Developer at One North, ensuring client satisfaction through visually appealing web pages and digital design. An avid tomato-lover, Rene enjoys taking care of his tomato plant when he isn’t coding away amongst his fellow FEDs.
Joy is an Associate Account Director at One North, working as a client ambassador to achieve all interactive, strategic, communication and design goals while keeping her clients fresh and relevant in the progressive interactive space. She also is said to have the best accessories at One North – hands down.
As a Senior Systems Engineer, Dom is responsible for the configuration, maintenance and 24/7 support of our clients’ digital experiences. He has extensive experience deploying and supporting custom web applications in a production environment. He is also a die-hard White Sox fan (what else do you need to know to love him?).
Cammie Rasmuss is an Associate Account Director at One North. She partners with her clients to strategize and execute impactful digital initiatives, with the goal of building a sustainable and scalable framework that promotes continued growth.