We began by conducting a thorough analysis of the Web site from a user's perspective. This led us to a number of questions about the EnnisKnupp brand and what they stood for in the marketplace. Our contacts at EnnisKnupp quickly realized that they needed assistance in clearly articulating their firm's identity, so they turned to s2 to help them clarify their brand.
We undertook a brand identity study, interviewing EnnisKnupp insiders and clients to understand how EnnisKnupp viewed itself and how it was viewed by others. Through our analysis, we were able to establish a clear brand essence and a definition of their brand promise.
We then extended that brand to all of their materials—templates, folders, presentations, stationery, business cards, and the all-important Web site. Not only did we design a Web site that conveys the EnnisKnupp brand in a distinctive manner, we also improved the site in other important ways:
- Provided two ways for visitors to the site to find the information they needed: by EnnisKnupp practice area and by the visitor's area of responsibility
- Established a clear hierarchy of information within the site
- Made previously "hidden" information (e.g., news stories and research) easily accessible