Barnes & Thornburg Rebrand Pulses At Heart of BusinessBy Elizabeth Sullivan
January 18, 2019
Barnes & Thornburg is a full-service business law firm representing companies deeply woven into the fabric of America. Across every industry, the firm’s clients are familiar and iconic. The rebrand is designed to underscore Barnes & Thornburg’s position at the heart of the business, a nod to its
This strategy is front and center on the new Barnes and Thornburg website. Homepage visitors are immediately met with visual representations of the firm’s clients’ customers; everyday Americans living everyday lives. Across industries, the home page tells rich stories of uncommon value for clients who shape our everyday lives. Warm images and choreographed animation demonstrate unique value and provide a uniquely Barnes & Thornburg experience.
Visitors will find the same messaging architecture throughout the site. The People landing page, for example, features “Uncommon talent at the heart of client need.” On the Careers landing page, we read “Uncommon futures for lawyers shaping everyday lives.” This consistency is an important and powerful brand-building asset. Likewise, the UX experience of the homepage is extended to the interior landing pages. The same visual style and consideration of page transition are found throughout.
Barnes’ and Thornburg also invested in new portrait photography across the firm. These high-quality, contemporary portraits populate throughout the site well beyond the People biography pages. They serve the firm well and deliver the warmth and authenticity we expect from a firm at the heart of the business.
The new firm site features a robust Insights portal. Hundreds of resources are accessible by business topic and along with a full set of filters.
Behind the scenes, the site is built on an enterprise framework integrated with other “back room” platforms. The Sitecore engine provides a powerful foundation for the firm to scale in all directions.
Congrats to the Barnes & Thornburg team on a job very well done!