The merger of two leading law firms from different sides of the world - Herbert Smith and Freehills - demanded a brand that fitted ambition of the new organisation. This was a big merger, attracting a lot of industry and press attention.
A key component in the project was a fully content managed global website, especially as both Herbert Smith and their Australian counterparts Freehills recognised that their current sites were lacking. There was an appetite for a substantial improvement in every area to ensure the new firm's website was recognised as a bold market leader.
The main role of the site was to help communicate the firm's new personality, global presence and seamless, international capability. It was critical that the site reinforced the new HSF brand position as well as being a useful tool for clients. It was also important that the site acted as a positive competitive differentiator along with supporting the new firm in line with its client focused brand positioning.
The primary audiences for the site included clients, graduates and experienced hires. This meant it needed to be a hub to explore practice areas and individuals at HSF as well as focusing on the careers area to reflect its position as one of the top law firms.
Accessibility was a key point to the development and so the website was built to maximise this whilst not compensating on design. This meant quick, key routes were created to access essential information for key audiences. The design objective encompassed creating a new visual identity online that supported the combined firms' business strategy and accurately reflecting the positioning in the external market place.
The result is a website representative of the might and stature of the new firm.
Shortlisted for Best Corporate Website, Corporate & Financial Awards 2013.
“A huge thank you to the SAS team for the quality of your thinking, creativity and delivery, under immense pressure. The new brand is bold, sophisticated and meaningful. It will be an important asset for us in delivering on our new exciting vision, and is being embraced enthusiastically by the global partnership.”
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