Amplifying a pioneer in global economics
A leader in global economic consulting, Compass Lexecon provides world-class analytical services. We helped them create a website on par with their profile.
Compass Lexecon came to Fresh with a specific multi-part challenge: to create a more professional digital brand presence, attract and keep top talent, and provide an easy-to-navigate platform for thought leadership. Disorganized content on their existing website led to a lack of user engagement. Search capabilities were unintuitive, making it challenging for users to dive beyond the home page and into the deep repository of resources Compass Lexecon provides its visitors.
Fresh researchers, designers, and developers partnered with Compass Lexecon stakeholders in two key phases: discovery & design, followed by end-to-end website development. A bevy of research and analysis efforts led us to understand the complex core of Compass Lexecon’s service model and business objectives, both of which were central to creating a website that positively reflected the company. The current site was a legacy collection of iterations and updates, creating a disjointed look and feel. We addressed this by gaining a deep understanding of the site’s various users and creating a primary digital touchpoint that reflected Compass Lexecon’s expertise and unique differentiation.
Highlighting business professionalism with contemporary design
Blue evokes trustworthiness, but in the business world, it’s often overused. We needed to create the same sense of reliability for Compass Lexecon while still providing enough visual differentiation that the site stood apart from the competition. Choosing complimentary colors and design patterns was a key part of the effort.
Blue accentuates pages built primarily on white space, and the red color, a crucial part of Compass Lexecon’s strong visual identity, highlights it. Patterns were also essential: angles and dotted patterns evoke the skyscrapers in which Compass Lexecon and their high-profile clients do business.
Attracting and retaining high quality talent
A significant part of Compass Lexecon’s pedigree is its talent. From services spanning bankruptcy to public policy and corporate governance to industries spanning entertainment & media to telecommunications, Compass Lexecon’s differentiation lies in professional diversity. Compass Lexecon has talent in every economic and law practice area. To continue drawing industry-leading personnel, it was essential to make information about current leaders and employees easy to find.
With a card-based layout, animated search elements, and strategically placed CTAs, we helped Compass Lexecon push site traffic to the most desirable, high-profile areas.
Promoting thought leadership
Compass Lexecon came to us with hundreds of resources for prospective clients and other interested parties, but the existing organization of the site made them difficult to find. A core part of the effort was thinking through the site's information architecture and search mechanisms, allowing those interested in finding specific articles, white papers, and case information with minimal effort.
A brand identity evoking momentum and stability
To create ease of use for Compass Lexecon when designing additional elements of their site and other branded materials, we delivered a digital style guide. From the primary colors down to various accents for buttons and interactive states, we helped Compass Lexecon define its visual identity. But because much of the content on the site was written, type was just as important. We chose modern fonts that emphasized readability, professionalism, and an elegant, expeditious approach to doing business.
Collaborating for consistency
Compass Lexecon’s industry, economic and legal consulting, is highly gated. We offered expertise on creating a high-profile digital presence, but their stakeholders had decades of wisdom about the content itself. At every stage of the engagement, we worked in tandem with stakeholders, employees, and end-users to ensure that our final delivery was consistent with the organization’s expectations and expertise.
Built for the moving world of business
Just as Compass Lexecon’s consultative practice involves moving parts and demands flexibility, so did the website. It had to be built for the user at a desktop computer in a C-suite just as much as it did for a consultant on the move to a high-profile case. Mobile responsiveness was a forethought, and the site works seamlessly across any platform and device type.