Tully-Rinckey

Doing the Research

D E M O G R A P H I C S

When we asked the client about the different types of users, they explained that, as a full-service law firm, they see almost every segment of the population. They mentioned, however, that their top practice areas were federal employment law and military law, and that many of their clients are former military and employees of the government.

We looked into their website data and noticed that the age and gender demographics were pretty similar across the board.

C O M P E T I T O R A N A L Y S I S

To get a better understanding of how we wanted to design Tully-Rinckey’s website, I put together a competitor analysis to compare industry trends and holistically determine a good law firm experience.

Establishing the Design

S I T E M A P

By this stage of the project, I had a very good understanding of how we should organize the site architecture. I created this sitemap to present how information should be displayed across the main navigation and to show what webpages should be prioritized.

B R A N D I N G

To better understand the client’s vision, my team walked the Tully-Rinckey team through a branding exercise, where we helped them define six components of their brand: culture, voice, ideal customer, impact, feeling, x-factor.

Once we compiled a list of adjectives for each of the components, we narrowed them down to the top three, then eventually to one. This exercise helped guide a lot of our decisions, not only for design, but for our content strategy as well.

S T Y L E G U I D E

We created three different style guides with varying color palettes and typefaces, but ultimately decided on a color scheme that modernized the blue and gold theme used on their previous design. Additionally, we updated their generic fonts in exchange for Raleway, a much more elegant font, to bring attention to the headers and sub-headers, and Libre Franklin for its versatility in weights and long-form text.

D E S I G N C O N C E P T

I wanted the new Tully-Rinckey website to feel much more modern and trustworthy, a complete 180 from their previous, copy-heavy and outdated design. To achieve this, my team refreshed the visual design and worked with the client to define the new look.

V I S U A L D E S I G N

Below, are a few examples of the visual design expanded from the style guide. Once we built our client’s trust and became comfortable with our color swatch, we began conceptualizing key pages in our design. We used sharp design elements, images of iconic buildings, and patriotic backgrounds with strong blue overlays to keep the color consistency.