McKinney Figini - Case Study
McKinney Figini
Project Summary
Industry: Attorneys
Spring Insight Services: Website creation
Year Launched: 2023
Location: Washington, DC, USA
URL: mckinney-figini.com
Services provided:
When we hired Spring Insight, we were replacing a site that no one in our firm was happy with. The process to create the old site was fraught and the only thing that everyone at our firm agreed about was that they didn't like it. We were tentative in starting the process again because our first attempt was so negative. Thankfully, the Spring Insight team was able to guide us through a much-improved process. Their focus on providing content (both written and visual) that met the needs of everyone on our team and matched our organizational vision was refreshing. They perfectly captured our collective voice and were so easy to work with on all levels. We could not be happier with the result or the process of getting there. Thanks, Spring Insight team!
Meg McKinney
Partner
Background
Spring Insight was hired to provide McKinney Figini LLC with comprehensive marketing and web development services. Prior to starting work on the firm’s most important marketing asset, the website, the team developed a brand positioning framework to get clear on who they were as a firm and what kind of clients they served best.
This process informed the team’s approach in creating brand assets, such as a fresh logo and tagline, that speak the right message to the right audience and underpinned the work the team moved on to next: a complete website redesign. While their existing site was only a year old, the team was not satisfied with it.
The design of the existing website felt generic and templatized and the copy did not accurately portray the intricacies of the work they provided and the very specific strengths the team brought to their work. As a family law practice that creates constructive solutions for families in transition, the work McKinney Figini LLC provides is strategic, sophisticated, and savvy. The website needed to communicate that. Our website development services were able to create a site that speaks to the values of McKinney Figini LLC.
The Spring Insight Project
In response to the law firm’s needs, our web development services built a website reflecting McKinney Figini’s focus on bringing strength, wisdom, and forward thinking to the very difficult act of restructuring all sorts of families. From the logo created at the start of the project, to the animated hero area, the graphical elements of the site focus on the idea of clarity and positive outcomes. We designed the site to showcase the firm’s focus of creating healthy and positive outcomes for people at a difficult point in their life.
From image selection to copywriting to all other aspects of the project, the Spring Insight team worked closely with McKinney Figini to ensure that the site met the same exacting standards the firm used on its own cases.
