Location
Victoria, BC
Waugh & Associates provides comprehensive legal advice, representation, and criminal defence services across British Columbia. Founded in 2016, Kendra Waugh initially launched with a bare-bones website to establish her online presence. As her reputation grew, she recognized the need for a stronger brand identity and a website that truly reflected her expertise and unique approach to criminal defence. To boost her firm’s presence, Waugh & Associates partnered with Array for brand development and web design, positioning the firm as a leading criminal defence practice in Nanaimo and across Vancouver Island. Here’s how we made it happen.
What did we do?
- Brand Collateral
- Brand Messaging and Tone
- Branded Business Cards and Letterhead
- Copy Review & Editing
- Copywriting Strategy & Planning
- Digital Assets
- Logo Design
- Narrative Tone Development
- Responsive Website Graphic Design
- Search Engine Optimization
- UI/UX Design
- Website Design & Programming
How Did We Help Them Out?
- Inspired by Kendra’s love of the ocean, our design team developed a colour palette of black, mid grey, and deep blues. These colours represent power, balance, and trustworthiness—qualities of the Waugh & Associates brand.
- For the logo design, we chose a classic wordmark that uses an elegant, modern, and refined font. Spacing, font-weight, and type express balance and dependability while giving it a timeless feel.
- With a focus on building a strong search presence, our team conducted in-depth keyword research to enhance search engine rankings. This analysis shaped the site’s information architecture and guided the copywriting, ensuring the content is strong and search-friendly.
- Our copywriting team crafted a narrative tone that is professional yet empathetic, reflecting the Waugh & Associates brand. The website’s copy is informational with warm undertones to appeal to their target audience.
- The Waugh & Associates colour palette is used consistently throughout the site for colour blocking, headings, and link hovers, creating a harmonious and visually engaging experience.
- The buttons feature a custom hover animation that transforms dashes into plus signs, adding a modern and dynamic touch. Beyond aesthetics, the plus signs symbolize positivity, reinforcing the firm’s approachability.
- The site features a dedicated services page that clearly outlines the firm’s areas of practice, making it easy for potential clients to find the information they need. Additionally, the news page keeps clients informed about the latest firm updates, including notable case outcomes.
- The team page offers an in-depth look at each member, with individual profiles highlighting their expertise and experience.
- Separate contact pages for the Nanaimo and Victoria offices ensure potential clients can easily reach the right location.
- To complete the project, our design team created a brand standards guide, letterhead, and business cards, bringing consistency and professionalism to all touchpoints.
- Waugh & Associates continues to leverage its brand and website to serve clients across Vancouver Island and the Lower Mainland. As the firm grows and evolves, we’ve continued our partnership to ensure their website grows alongside their needs. Most recently, we updated the banner to feature a video of ocean waves, reflecting Kendra’s love of the ocean and the firm’s trustworthy presence and open communication.
Ready to Create Something Great?