The challenge was to fully understand the client’s issue with the current landscape of inauthentic marketing that plagued her industry, so that I could identify solutions that would work for her without sacrificing standards and regulations. Problem-solving around her core concerns, I identified three main themes that served as the foundation for the site build. The main objective was to create an authentic brand experience and digital presence that told the Firm’s story clearly and cohesively, helping prospective clients to understand Betsey’s expertise, exceptional values, and unflagging commitment.

In the research phase, we conducted a series of interviews with Betsey’s staff, former, and current clients. There were three primary strategic objectives we focused on during this phase. Building a consistent brand requires looking at the audience and the touchpoints of process in specific ways. We did this through:

1. Understanding the team and how they work together on behalf of clients

2. Understanding the Firm’s process in the word’s of those who know it best- McCandless & Coburn’s personnel

3. Developing an authentic narrative based on the people who live this work

4. Analyzing the competitive landscape: A review of the niche industry of trust and estate law firms was critical to understanding the client’s need for a radically different approach. Flashy sites, big promises, shiny lawyers in suits and smiles with huge teams behind them promising the world. “Trust us” seemed to be the repeated and inauthentic slogan of multinational firms with faceless identities and vague mission statements.

Sourcing from the artist’s canvas…

The color palette went through many iterations. We finally decided to source the palette directly from one of Mccandless’s paintings and arrived at a solution the client loved. We drew from interior design details in the office as well as original paint chips- aesthetic elements that mccandless customized and specifically designed to enhance client experience.

A hugely instrumental part of making the brand story come to life in a digital capacity was the incredible photographer we enlisted and collaborated with to make our creative direction come alive. It was a privilege getting to work with photographer Sean Alonzo Harris and watch Betsey’s story come to life visually through his lens. More about Sean and his work can be found here.