The new Machins Solicitors website is here, and it‘s already making a huge impact – offering an innovative, informative user experience.
These long-established local solicitors have boosted their online presence with a complete rebrand and visual overhaul.
Machins Solicitors LLP has operated under the name of “Machins” since 1920. They can trace its roots back to a law firm that had opened for business in the late 1800s. Having just celebrated their 100-year anniversary, they felt it was an appropriate time to modernise and refresh their image. They decided to develop a re-brand and align this with a new website project and launch.
To support the growth of the business, there was a need to connect emotionally with existing customers. They needed to establish stronger relationships with new audiences. In this competitive market, it is important to stand out from the crowd. They are perceived as a highly experienced legal team known for achieving the best possible outcomes. The firm has a long-established heritage that continues to modernise and build on its solid foundations.
A brand new look and feel
The Machins brand presence had weakened over the years, design trends and use of palette, had weakened the brand’s strength. Importantly, the business strategy had changed due to the inclusion of new services and a focus on broader target audiences. They planned to refocus the digital strategy and launch new service areas. Therefore, it became clear there was a strong requirement to differentiate the firm in a crowded marketplace. The plan was to strengthen its awareness to gain a competitive advantage.
Often, new website build projects mean that the company‘s existing logo does not work well on screen and responsive websites. In this case, the outer square contained the typography, therefore limiting the size and legibility of the firm’s name. This didn‘t work well in terms of brand recognition or website usability in the top navigation bar.
It was time to think outside the box!
The word Machins was released from its containment. Now, living outside the box, the imbalance could be addressed. The square container decreased in size, and the Machins typography strengthened to improve recognition of the name.
Later developments of the new brand were designed specifically to address the firm’s two main audiences – individuals and businesses.
New sub-brand colours have been assigned to each of their key areas of expertise. To make it easier to navigate throughout the site and identify the services you’re looking for.
Imagery was an important consideration throughout the website design. VI sourced new, high-quality, emotive images to represent each of Machin‘s services. The image bank follows a distinctive theme. Created to portray the same look and feel throughout the website and their social media channels.
Bespoke website transformation for local Solicitors
A new online presence
WordPress has taken Machins from a restrictive CMS onto a completely bespoke website. This gives them the ability to control every aspect of their online presence.
The previous website had become outdated – more of an online ‘brochure’ than an optimised lead conversion tool. With a reduced mobile version website and five service-specific campaign landing pages.
The new website is the perfect mix of functionality, beauty and engaging experience. Now, it works perfectly on every device and screen.
Think immersive user journey with a ton of bespoke functionality and custom elements!
Marketing Collateral
In line with the new brand look, VI designed new stationary items for Machins. These aligned with the brand guidelines created for each of their business services.
Existing collateral, including letterheads, leaflets and business cards, were revitalised to incorporate new brand elements. This gives the firm a consistent brand identity across all of its communications.
Like what you see? If you’re looking for a similar refresh, get in touch to arrange a discussion today. We’d love to be a part of your next project.
If you need a Bespoke Website transformation and are a local Solicitors practice, we’re very proud of this project! Check out the website here: https://www.machins.co.uk/
