For decades, Ashurst has built its reputation as one of the world's leading international law firms. SapientNitro was approached to redesign their corporate website propelling them above their competitors. One of our main challenges was to re-think how a leading law firm website should look like and persuade our clients to be more adventurous. Applying a user-centric approach, we stripped everything back to the basic and created a brand new online identity. One that was simple and human.
Enhancing the brand
One of the challenges with this project was the Ashurst brand. It was very much created solely for print-base design. Ashurst used a particular graphic element known as The Thread.
In order to be successful, our clients made it clear that it was crucial we use it on the new website. So the team and I took on the challenge of finding ways we could enhance it for the digital space. As result, we ended up with a simple and elegant design system that shaped the entire project.