Sussman Shank

Sussman Shank is a mid-sized firm in the Pacific Northwest well-known for their professional, supportive, and hardworking culture. However, they were caught in a sea of “S” firms in their region and wanted to break free and differentiate themselves in a way that would drive revenue and hiring.

So, they hired Content Pilot for a new website after hearing us speak at virtual conference on our Ten Foundational Best Practices for Law Firm Websites research, knowing that a well-researched approach was the right direction for them. And, after seeing what we had in store for the website, they determined that a new logo and positioning strategy was also necessary to achieve their goals.

Design and Functionality that Drive Business

Their new brand and website include features that are more representative of who they are as a firm.

• A new logo that ditches the serif font with a modern, stacked logo more representative of their “experienced and modern” practice.
• A positioning strategy differentiates them from their local competitor firms and identifies their uniqueness.
• An updated color palette – building upon their go-to “Sussman Blue” – that is bold and projects the confidence of their team.
• Restructured and rewritten service descriptions that highlight the strengths of each practice and note the “advantage” of working with the firm in the chosen area of law.