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Legal Tech
Internal Portal
About The Project
Overview
Ashurst LLP, a multinational law firm headquartered in London, sought to transform its digital space through Ashurst Advance Digital. The firm aimed to position itself as one of the world’s most progressive law firms by developing a single digital platform that would not only serve internal stakeholders but also create a new revenue stream.
Key Challenges
As Ashurst re-evaluated its business model post-COVID, it became clear that their digital ecosystem required a strategic overhaul. The challenge was to establish a distinct identity for Ashurst Advance Digital (AAD) while maintaining cohesion with the corporate brand, ensuring that the platform remained both recognisable and functionally scalable.
Balancing brand differentiation and cohesion, ensuring AAD stands out while aligning with Ashurst LLP.
Defining AAD’s product position, clarifying its commercial relationship with the core brand.
Establishing a design system that enables consistency across digital touchpoints.
Developing a responsive web experience, ensuring accessibility across desktop, tablet, and mobile.
To future-proof AAD’s digital platform, a structured branding and UX/UI strategy was necessary.
Approach
Brand Strategy Workshop
Visual Exploration Within Corporate Constraints
While colour palette and typography were predefined as part of the corporation’s wider sub-branding, we explored how to bring visual distinction and motion into the brand. The focus was on translating the core visual language into a digital-first context, using geometry, rhythm, and subtle interaction to give the experience its own character while staying on-brand.
