A digital-centric brand


When faced with barely distinguishable services, why choose one firm over another?

The Fasken law firm had to distinguish themselves in a field where everyone’s skill sets seem to be the same from one firm to another. They had to strengthen and better define their image despite having a wide range of services beyond just legal counseling. They also needed a new website aligned with a modern legal world impacted by rapidly changing ideas and technologies.

From website to business tool

Strengthening and simplifying their image was important, but a firm can’t run on reputation alone anymore. These days, the first thing 75% of people do when they have a legal problem is look online. They needed more than just a website – they needed an interface that would quickly connect the user to the content they were looking for.

We designed the new digital platform with that in mind, transforming their website into a powerful business development tool. The platform uses an intuitive approach to recognise the user’s needs and preferences, based on their navigation behaviour. This way, anyone can easily consult an enormous amount of legal information and documents, organised by industry, practice and market. It’s a user-friendly experience that supports and informs the user, and directs them efficiently to the professionals best suited to help them.

In short, Fasken is now proving themselves to be a guiding light for clients looking for success when it comes to the complexities of modern law.

The face of the company

Fasken Martineau became Fasken, and the tone was set. This evolution towards simplicity inspired the transformation of their identity. They went from being a competent law firm to becoming first and foremost a market leader boasting vast international expertise. A high-flying firm with a human element. Embodying this DNA were a redesigned logo, new typography unique to the company, and vibrant colours breaking the mold of a traditionally austere place.

Clarity in characters

We designed a new logo inspired by a basic geometric shape expressing simplicity and efficiency: the triangle. Elegant and modern typography reflects the firm’s history as well as its extensive experience in international law. Vibrant colours, including an original shade unique to Fasken called persimmon orange, illustrate the clear vision influencing this rational and traditionally austere world.

“We have worked with an outstanding agency in Sid Lee — their team matched our passion, commitment and energy every step of the way. They brought remarkable creativity to this project.”

Brenda Plowman, CMO at Fasken

Proof in numbers

The website quickly experienced an increase of 8% in visits from regular users, and 6% in visits from new users. Average browsing time was up by 22%, and subscriptions to their legal insight emails grew by 10%. And thanks to better search engine optimisation ranking, Fasken can detect and target potential new clients with great efficiency.