With market expansion, a broad service line, and formidable competition, Haynsworth Sinkler Boyd (HSB) needed a brand refresh and digital experience that set them apart. Good brand experiences begin with identifying and aligning a brand’s organizational goals with the needs of their users/clients. Stakeholder interviews helped us identify HSB’s culture, common purpose, and specific brand goals. When combined with user research and competitive analyses, we were able to develop the right messaging, positioning, voice, and tone for the brand.
As part of the refresh of HSB’s digital brand experience, we designed a more contemporary logo, custom iconography, and conducted a comprehensive photo shoot. Our content strategy also included SEO updates and a new information architecture to highlight HSB’s range of services, practice areas, and world-class attorneys.
For future scalability and ease of use in mind, we built the new HSB website on the best-of-breed Kentico CMS. Our ongoing partnership includes quarterly consulting, development, and QA services that support and augment their teams.