Maxwell Graham, a personal-injury law firm located in Issaquah, needed an identity that reflected the brand's core values of compassion, courage, tenacity and skill. Along with these core values, the brand needed to be preceived as approachable and compassionate at the same time as being bulldogs in court.
It was important to both partners that each letter have equal weight as to not allow one to take precedence over the other. The bold typography speaks to their strength and the separation line indicates Maxwell Graham is in fact two attorneys. In the past, the acronym caused confusion without the use of a visual separator. Lastly, the color palette is rich and bold and yet calming and inviting. The brand set aside complexity for simplistic elegance.
Maxwell Graham's previous website was outdated, non-responsive and had multiple problems with relevant content and user-flow. Clients and prospects were confused about what Maxwell Graham specialized in as a company and why they should choose them for their legal needs.
Building strong authentic relationships has been a large part of Maxwell Graham's success. The approach to the website was based on showcasing the brand that's focused around compassion and empathy, a group that listens carefully without judgement to fully understand their client's needs. Research showed that many of Maxwell Graham's competitors took opportunities to express how great they are, always putting the focus on the firm. However, Maxwell Graham approached it from an angle of humility, kindness and intelligence. The website expresses this sentiment through thoughtful imagery, testimonials and strategic messaging.
Client: Maxwell Graham Injury Attorneys
Type: Brand Strategy & Development
Online: www.maxwellgraham.com