Minden Gross: Website

Founded in 1950, Minden Gross is one of the most well-respected mid-size law firms in Toronto. With a reputation for commercial real estate, leasing, and tax, the firm also has robust business law and civil litigation practices.

Having recently undergone a rebrand of the firm’s logo and colour palette, they approached Cubicle Fugitive to redesign and develop their website. In 2011, we worked with the firm’s lawyers, executive committee, and marketing team to develop a clean, easy-to-navigate, mobile website, that included SEO and client-optimized client service pages, and a robust database of the firm’s resources.

Cubicle Fugitive worked with the firm to articulate their points of difference, redesign their current site, provide site-structure and content development recommendations, new lawyer and firm photography, copywriting, and design and development of their new site.

Cubicle Fugitive worked with the firm to articulate their points of difference, redesign their current site, provide site-structure and content development recommendations, new lawyer and firm photography, copywriting, and design and development of their new site.

With a talented marketing and communications professional in-house, we interviewed all of the firm’s lawyers and art directed their photoshoot to aid the solo marketer in professionally writing the firm’s lawyer bios. For the lawyer bio pages, we wanted a minimalist design that ensured client services, core specialties, and contact information for each lawyer were easily found. With a deep knowledge base, many of the firm’s lawyers had extensive memberships, publications, and news stories related to them so we implemented tabs to keep bios visually appealing, current, and cleanly organized. We also designed printable PDF profiles for ease of printing for RFPs, presentations, and firm collateral.

Through our thorough competitive audit and firm discovery process, we provided guidance and copywriting assistance in developing a robust database of the expertise to cover the firm’s practice areas and industry areas. With a desire to use the firm’s website to cross-sell services, we ensured that all related expertise was seamlessly interlinked with both practice chairs and related content.

Cubicle Fugitive developed Minden Gross’ site on an enterprise CMS that has been updated and expanded upon over the last decade. This was also one of the early law firm websites in Canada to go responsive.