WInston & Strawn Reveals New Brand Identity

CHICAGO, IL  (October 10, 2013) - Winston & Strawn unveiled today the firm’s new brand identity, including the launch of its new website. Following an extensive due diligence process, including client interviews, roundtables and focus groups, the firm refreshed its brand, in place for the past eight years, to align more clearly with client interests and priorities. A central component of the new brand is the firm’s website, which demonstrates a clean design aesthetic with bold, vibrant colors, an emphasis on straightforward, results-oriented messaging and  industry-leading functionality.  The redesigned website represents an innovative approach for the legal services industry, as it provides an exceptional user experience that employs responsive design, overlay environments, poster pages, content variety, and a personalization framework all in the same site.

“Within the past 24 months, we have extensively researched key elements of our business, our platform,  our professionals, and the latest and greatest design and technical features being exhibited in the marketplace for professional services firms,” said Katy von Treskow, senior digital media manager, Winston & Strawn. “Using a sophisticated site architecture and responsive design elements, we aimed to transform the typical content browsing experience into a personal and straightforward atmosphere that users can appreciate. Combining a strong aesthetic and robust technology, we believe we have built an unparalleled digital marketing tool not only for today but also for years to come.”

The new Winston & Strawn website enables users to work seamlessly across all desktop devices and mobile platforms.  Included in the sophisticated architecture are overlay environments that allow users to browse content quickly without navigating away from previous pages – a feature no other firm website currently offers.  In addition, poster pages – emphasizing short, digestible data points – were implemented for the service and sector areas; this style serves as a gateway into deeper, browse-able content for a user-informed environment, making information available when the user wants it, and simplified when they do not.  To expand on a more personalized experience and leverage trends in user consumption and social media, the website also features a “My Binder” system, providing users with the opportunity to save, share, print, and distribute content from the website through live link PDFs and html emails.

“Online users today are looking for content variety and a more streamlined, interactive experience,” said Paul Pierson, partner and design director, CSA. “We worked with the Winston & Strawn team to create a Web site with substance over volume, including short videos and infographics to enable users to make connections and build a lasting and sophisticated impression of the firm.” 

“I’ve often been asked to describe what’s needed to build a truly great website.  After working with Winston & Strawn, I know for sure.  Through Winston and Carbone Smolan Agency, our design partner, we’ve confirmed how important it is to work with people who share our values.  Together, we have created an elegant yet incredibly powerful website that raises the bar for the industry,” said Jaron Rubenstein, president, Rubenstein Technology Group.

Winston & Strawn will continue to implement additional branding elements over the coming months, and a new firm positioning statement: “Business Solutions. Accomplished.”  The new brand identity will permeate all firm advertising and marketing collateral highlighting Winston & Strawn’s commitment to results for clients in today’s competitive legal environment.

Winston & Strawn is an international law firm with 17 offices located throughout North America, Asia and Europe.  More information about the firm is available at www.winston.com.