I developed the brand identity and built the Squarespace website for Rob Jackson Legal, a boutique Melbourne employment law firm. The project covered positioning, visual identity, the full site architecture and copywriting, and custom development, giving the firm a credible, approachable digital presence that reflects its reputation in the market.
Challenge
Rob Jackson Legal needed a digital presence that matched the standing its principal lawyer had built over years of practice. The firm had no established brand or website. Key challenges included defining a clear market position across a broad range of practice areas, building trust with clients who are often facing stressful workplace disputes, standing apart from larger competitors with generic corporate branding, and creating a site a two-person team could maintain and grow as the firm expands.
Strategy
I led the brand and website project end to end, focused on:
- Positioning employment law as the firm’s core identity, reflecting how the principal is known in the market, while presenting the wider practice areas clearly
- Benchmarking competitor and reference firms across Australia and the UK to identify content and design gaps
- Developing a visual identity built around a navy primary colour and burnt orange accent, balancing authority with approachability
- Creating the tagline “Experience that shows up when it matters” to anchor the brand voice
- Structuring services by legal issue rather than client type, making it easier for visitors to find help for their situation
- Writing all site copy, including eight service pages, homepage, About, People and Contact pages, with firm-level messaging that scales as the team grows
- Building synced content for News and Insights, Expertise and People using blog collections and summary blocks, so updates flow across the site automatically
- Custom CSS and JavaScript to refine the experience beyond Squarespace’s defaults, including rotating hero text, styled listing cards and accessible form consent links
- Extending the brand to LinkedIn and Google Business profiles for consistency across touchpoints