Legal Services · Brand Identity & Web
Tuohy Bailey & Moore LLP
Legal buyers make decisions before they ever pick up the phone.
The strategic insight that unlocked this project was simple: in legal services, design is not decoration. Signal: 45% bounce rate reduction
45% bounce
rate reduction
60% more
contact form submissions
This build supports Website Strategy & Rebuilds
Why this mattered
Legal buyers make decisions before they ever pick up the phone. They land on a site, spend about eight seconds deciding whether this firm looks credible and serious, then either call or leave. The merits of the case don't matter if the first impression doesn't hold.
Tuohy Bailey & Moore was an established Indianapolis firm with over 200 years of combined attorney experience, a broad practice spanning business law, real estate, civil litigation, estate planning, employment, and zoning, and a reputation built across decades of real work. None of that was visible on the screen. The brand felt dated. The visual system had no clear hierarchy. The website carried the substance of a serious firm but didn't feel like one.
What got rebuilt
Logo & Visual Identity System
Rebuilt the mark from the ground up. The new identity is anchored in a deep burgundy/wine tone and warm charcoal gray — grounded, professional, nothing trendy. The symbol uses interlocking geometric forms that communicate structure and continuity. The result is a mark that holds weight, works at every scale, and positions the firm as serious without feeling cold.
Brand Playbook
Delivered a full brand playbook covering typography usage, color application, imagery direction, voice and tone guidelines, and application examples. This became an internal resource the firm could use to maintain brand consistency across every future touchpoint. Produced ~95% brand consistency across touchpoints after six months of use.
Website Architecture & Content Strategy
The site had to support a robust and content-heavy practice architecture: business transactions, civil litigation, commercial law, employment law, estate planning, land use and zoning, local conflict counsel, and real estate transactions. Each practice area page was built around both the business case and the human case.
Trust-Signal Design
The homepage was designed around the firm's strongest credibility pillars: founded in 1978, downtown Indianapolis presence, 200+ years of combined experience, and prompt responsiveness. These aren't bullet points on an About page. They're conversion assets. I made sure they were visible, legible, and placed where they'd actually be seen.
SEO & Technical Foundation
Keyword research and SEO structure were built into the site from the start — not bolted on. Practice-area pages were structured around the intent-based searches a prospective client would actually run, from "business attorney Indianapolis" to "estate planning lawyer near me."
The Outcome
The results were immediate and measurable. Bounce rate dropped 45%. Contact form submissions climbed 60%. Inbound inquiries grew roughly 40% post-launch.
But the more durable outcome was internal. The brand playbook became a working tool — something the firm actually used to maintain consistency as they grew. That kind of consistency compounds over time. It turns a rebrand from a one-time event into a long-term competitive asset.
This build supports Website Strategy & Rebuilds
Ready to close the gap between your reputation and your digital presence?
Let's talk about what that looks like.