New website to coincide with rebrand launch
Long-time client GQ Littler contacted us at the start of the year to say that in line with their other European and global partners, they would be changing and aligning their brand to become the UK representative for Littler. This would mean applying the newly updated Littler branding and corporate identity to all their corporate and promotional materials, and designing a new website for them as the new face of Littler in the UK.
The opportunity to create a new design for the specialist London law firm came with certain key requirements. The new design could have a distinctive and original structure, interpreting the new US website design in it’s own way as a global partner, but it needed to retain a clear and recognisable connection to the main brand.
The new website also wanted to move across to run on the WordPress CMS platform, with training for the Littler team to be included. Another consideration was the considerable link equity the old website had built over the years since it was designed and developed previously in 2018, and how best to maintain that asset.
Collaborating for a successful migration
We approached the new website challenge in two ways – structural and creative. After defining an initial site structure for the new website we consulted with SEO partners Gooey Digital to asses the best way to index and migrate the content of the old site, integrating it with new written content, mapping all necessary redirect and optimising everything with a new digital strategy focussing on Littler United Kingdom.
Running in parallel to the content work, we began the creative work of interpreting the new Littler brand identity and website update to develop an original design for the new Littler UK website. Starting with a fresh UX design we designed new wireframes for the website that built on the user journey insights we had from the old website, and the considerable content library. The new design was then developed and implemented across the demo site in partnership with the Littler UK team and their digital partners on the US brand team.
The final design of the new website, with all the new content populated and updated, was then migrated to the live server and published seamlessly by the Littler UK team.
A completely fresh look, optimised & search friendly
This was a large project with some particularly technical aspects. With the work and support of our SEO partners at Gooey Digital we were able to give the new website a fresh optimisation overhaul. New meta data and researched keywords were crafted for the site with the new Littler UK focus to coincide with the launch of the new design.
We also updated the photography for the new website, with a dedicated photoshoot in the London office to capture fresh images of the Littler team in London. The new images really capture the relaxed and welcoming vibe of the team, and helps to make the new website such a successful project.
The new design has become a great example for the other global partners in the Littler group to follow when developing their own websites. The Littler UK team in London have very quickly got up to speed with using the new WordPress backend to update and maintain the content of the website, publishing new material straight away and enjoying the streamlined workflows the new website design has brought to them.
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