Leading South African law firm Adams & Adams is one of Flow’s oldest clients and their website was one of Flow’s first internet ventures.
A few years down the line and it was time to review and revamp the site. In any other form of publishing, a two- to three-year-old piece of communication wouldn’t necessarily feel old, but in a dynamic and changeable web environment, being current is essential to any brand.
The design brief was fairly specific; the existing logo and corporate colours were not to be tampered with. What we decided to focus on was Adams & Adams’ selling points, establishing a brand positioning for them by declaring their “unrivalled heritage in South African intellectual property law”.
On the site we highlight what it is that makes this group of lawyers different, such as their commitment to high ethical standards and the safeguarding of ideas. Working with a limited palette of teal blue and grey, we kept the site very clean, fresh and uncluttered. This helps to communicate an air of no-fuss professionalism. The photographic treatment used on the site was to emphasise that the firm is made up of individual lawyers, supported by an industrious team, who are there to serve your needs.
While the new design seemed a big step away from the original site, the Adams & Adams site is definitely much more current, an advantage within a competitive market. Lorraine Gumede, one of Flow’s designers who had worked on the original site, had the opportunity to work on the revamp, and took great satisfaction in seeing how she had grown as a web designer in that time. “From just beginning to stretch my creative muscles on the first site, I now see how much more confidence I have,” she commented.
The reskinned site didn’t demand too much of the programmers and reusing much of the original content and functionality made this an efficient yet effective revamp.