Alsters Kelley’s Brand Refresh & Website Design.

Consistency of messaging

The firm has five locations and nine different departments, each with their own target audiences, tone of voice and conventional terminology. The refreshed brand identity had to be versatile, with individual identities brought together under one consistent message.

Multiple stakeholders

This also meant working with multiple stakeholders with different visions, to achieve something that was spot on for everyone.

Content management system

The previous website was outdated and didn’t give the client the opportunity to easily make changes independently when needed, such as adding client testimonials or banners. More flexibility was required.

Recognisable branding

As a long-standing reputable firm, popular throughout the region, this was about updating a well-established brand with a modern look, but still ensuring it’s identifiable to its heritage and true to its values.

User-friendly internal toolkit

The new branding and style guide needed to be practical, so it could be easily used by 90 staff across internal and external marketing collateral, such as emails, letters and leaflets.

Covid – and a new office

We adapted to challenges that arose, such as the pandemic, which changed the client’s priorities, and their acquisition of a fifth office during the final stages of the project.

Research

• We surveyed every department head to understand the different audience segments and create data-driven customer personas.
• In-depth competitor analysis was carried out in the sector to understand where Alsters Kelley was positioned in terms of brand identity so we could ensure it would stand out in the marketplace.
• We researched brand typeface options based on ease of access and design, selecting one that was open and friendly, yet reflective of the firm’s values.

Brand Refresh

• Multiple brand identity proposals were put forward to key stakeholders to show different directions that could be taken.
• The new colour palette was updated to something bolder and more vibrant.
• We created a set of adaptable illustrations that are used to promote the personality of each separate office across a variety of formats and collateral.
• This was accompanied by a flexible design device to represent the different services offered, wherever they are promoted.
• The new branding was supported by comprehensive, easy-to-use brand guidelines for all staff and suppliers to use.
• We also provided a wide variety of offline and online collateral in the new branding, including stationery, office signage, email templates and social media assets.

Website

• A new content strategy was created, with fresh new wording provided in partnership with an external copywriter.
• The existing website content was audited and incorporated into the new site where needed, fitting any high-ranking content on Google into a new URL structure, future-proofed for SEO.
• An interactive prototype website was created for the Alsters Kelley team to rigorously review and test.
• From the prototype, we developed a bespoke WordPress website, which met all the firm’s needs and provided all the functionality required.
• We then provided training to Alsters Kelley staff on how to get the best from their new website, including easy editability, SEO best practices and performance best practices.
• The new website was designed to be compliant to SRA and Lexcel guidelines, such as fee transparency and GDPR.
• The final step was to integrate the website with third party services vital to the client’s operations.