Lewis Rice
A regional powerhouse based in St. Louis, Lewis Rice boasts over 160 attorneys and a legacy spanning more than a century.
Lewis Rice—a leading Midwest law firm—set out to modernize its website and refresh its visual identity to better resonate in today’s legal marketplace. The aim was to forge a positive emotional connection with visitors while showcasing the firm’s deep experience and strong, positive culture.
To highlight its collaborative culture, the Lewis Rice homepage features an animated marquee showcasing photography of team members working together. The site also incorporates animated page transitions, creating a smooth, seamless experience that mirrors the positive, collaborative interactions clients can expect from the firm.
Visual Brand Refresh
The Lewis Rice website features an updated brand look crafted by Great Jakes. Building on the firm’s long-established visual identity, Great Jakes introduced thoughtful, incremental updates to modernize the logo, color palette, and photographic style.
Person and Service Microsites
To help attorneys showcase their extensive experience, the website features "person and service microsites”—a feature pioneered by Great Jakes. This approach enhances visitor engagement and enables attorneys to highlight what truly sets them apart. Click here for an example.
A key benefit of the microsite approach is that it enables visitors to read the full text of an attorney’s reputation-enhancing content—such as articles, news, blog posts, and case studies—without needing to navigate away from the attorney's bio or service area page. This creates a more streamlined and impactful user experience.
Q&A Module
To highlight the firm’s positive and inclusive culture, the website features an “Attorney Q&A” module. This allows team members to share authentic, personal stories about how Lewis Rice has enriched their lives—both personally and professionally. These stories appear on the Careers and Inclusion sections of the site. Click here to see an example.
Dynamic Content Teasing
The website is built with “dynamic content teasing,” an award-winning feature that helps keep visitors engaged by suggesting relevant content. Teasers can be manually curated or set to “automatic mode,” which uses a proprietary algorithm to suggest related content.
Collaboration Photography
To foster an emotional connection with prospective clients, the website features striking photography of Lewis Rice team members working together. These images were shot by Michael LeGrand under the creative direction of Great Jakes.
Let’s talk about working together
