A general practice, full-service law firm employing approximately 450 attorneys worldwide, Mintz’s headquarters are located at One Financial Center in the Financial District of Boston. The firm also has offices in London, Los Angeles, New York City, Palo Alto, San Diego, San Francisco, Stamford, and Washington D.C., and a liaison office in Israel. The firm was founded in 1933 and its principal practice areas include Bankruptcy, Corporate & Securities, Employment, Environmental Law, Health Law, Intellectual Property, Litigation, Public Finance, and Real Estate.
Mintz was looking for a way to differentiate its position among the undefined middle market of the top 100 law firms, in a way that felt authentic to the firm, empowered individuals internally and resonated with clients. But the company’s previous site wasn’t accurately showcasing the Mintz brand experience. The rebranded website and associated digital experiences needed to reflect the hardworking, forward-thinking, nimble mindset found throughout the firm.
Mintz’s previous website needed both an aesthetic overhaul and technical upgrades—in essence, a redesign that made it easier for clients to find the information they needed. Additionally GDPR compliance concerns and a lack of personalization were creating a less-than-ideal user experience. Site users were having difficulty finding the information they need to determine if Mintz is a good fit for achieving their business goals.
Working with Genuine’s team of strategists, creatives, videographers, animators, and developers, Mintz created a comprehensive personalized digital experience. The rebrand introduced a slimmed-down name, bold and professional color scheme, and updated brand positioning and messaging. The new site showcased the brand’s revamped visual identity through custom lifestyle photography and a day-in-the-life video which captured an average day for the nimble collaborative firm. The new site was fitted with personalization and full integration with Mintz’s business development platforms, raising the bar towards an innovative, clean, new aesthetic that laddered up to their mission.
Brand awareness and engagement KPIs show that the new website and brand overhaul have netted positive results, including:
- A 57% increase in monthly site visits
- A 21% boost in organic search traffic
- A 41% increase in monthly page views
- 900 new Mintz Insights subscriptions to thought leadership content
- A 50% boost in mobile traffic