Jones Walker, an enterprising law firm with more than 350 practicing attorneys and a forward-thinking attitude, wanted to refresh its brand, modernize its digital presence, and go beyond where it had previously been.

The firm selected a creative agency and RubyLaw to provide the marketing technology to support the following organizational priorities:

• Increase name recognition nationally while meaningfully differentiating from other established “Jones” and “Walker” firms
• Revolutionize the brand, messaging, and underlying technology to assert its position in the market
• Convey the firm’s focus on delivering value to clients

The creative team engaged the firm in a re-branding program, resulting in a new logo and visual system to reflect the firm's dynamic energy, spirit, and momentum. Combined with a new industry and thought leadership focus, these provided a platform for the firm to express its intent and an opportunity for RubyLaw to activate and bring the brand experience to life within the digital realm.

With the RubyLaw Content Lifecycle Management (CLM) platform powering the new JonesWalker.com, the firm has a sleek, vibrant look and functionality to match. Strategically placed animations and micro-interactions guide the way, revealing information intuitively and expeditiously. In addition, a reorganization of the firm’s areas of expertise prioritizes industry specialization over practice grouping.

To further accelerate the pace at which visitors can surface critical content, including attorney profiles and news items, the site’s RubyLaw Smart Search functionality provides a lightning-fast approach, including intelligent typeahead capabilities built into the engine. Finally, the site includes custom PDF generation for quick, on-the-go document collection and printing to provide more utility to internal and external constituents.

In addition to design, functionality, and ease of use, the new site provides the client with bottom-line returns. Soon after launch, we learned from the Marketing team that Jones Walker is winning business because of the site.

“In a short time since the launch of our new site, our attorneys have reported several instances where our enhanced search engine and SEO led clients to contact and hire them for new work,” reported Kim Perret, Jones Walker’s chief marketing officer.