Problem: Before the project, the firm relied on an outdated Squarespace website that did not properly reflect the quality of its legal practice or its positioning within emerging industries.
The existing site presented several challenges: • Weak visual identity and lack of brand differentiation • Unclear service structure and information hierarchy • Limited flexibility for publishing articles and adding consultants • Performance and SEO limitations • A design that did not match the firm’s ambition to position itself as a modern legal practice The firm needed a complete digital repositioning to align its online presence with the quality and scope of its legal services.
Solution: The project consisted of a full redesign and rebuild of the website using Framer, with a strong focus on performance, clarity, and brand positioning.
Brand & Identity A refined visual identity was developed to balance legal credibility with a subtle futuristic tone aligned with ASL’s work in emerging technologies. Typography, layout, and iconography were carefully selected to create a distinctive yet professional legal brand. Website Architecture The site structure was redesigned to present the firm’s services clearly and efficiently. Key areas such as dispute resolution, emerging technologies, hospitality, real estate, governance, and regulatory advisory were reorganized for clarity and accessibility. Performance & SEO The website was engineered for speed and search visibility. Performance optimizations, structured data, and sitemap integration ensure strong search engine indexation and excellent loading speeds. Scalable Content Platform The platform enables ASL to easily publish journal articles, insights, and consultant profiles through the Framer backend, allowing the website to grow alongside the firm. Results: The new platform provides ASL with: • A modern brand identity aligned with its positioning • A high-performance website optimized for speed and SEO • A flexible publishing platform for articles and insights • Improved credibility with corporate and international clients • A scalable foundation for future growth
