Ingenuity

Overview

For the redesign of Ingenuity LLP’s website, the primary objective was to bring their digital presence into the present—strategically and visually—while retaining the professional, corporate tone expected of a boutique law firm. The site was crafted to reflect not only their legal expertise and forward-thinking approach but also their core differentiator.

Unlike larger Bay Street firms, Ingenuity positions itself as a more nimble partner—able to provide direct counsel, close collaboration, and cost-conscious solutions tailored to the realities of business owners and entrepreneurs. The website needed to convey that distinction clearly and immediately: to build trust from the first click, communicate their values without corporate jargon, and offer an experience that felt efficient, composed, and modern.

Services

Web Design
Wordpress Development
User Experience

Personality

Professional
Contemporary
Approachable
Reliable

Typefaces

Europa
Outfit

Completed

May 2025

Process

Analyzing the former website.

The firm’s previous website, designed in 2010, felt outdated and lacked distinction. I approached the redesign as an opportunity to bring their digital presence up to current standards, while preserving a formal tone appropriate for a legal audience.

Website design

Modernization without alienation.

The redesign applies modern UI conventions—ample white space, updated typography, and full responsiveness—to create a cleaner, more accessible user experience.

Subtle updates to the brand identity helped bring the site into a more contemporary space without departing from its established character. This included selecting a new typeface that preserved the feel of the original but offered better readability and performance across digital platforms. The colour palette was also refined to improve visual hierarchy and accessibility, allowing key elements like calls-to-action to stand out more effectively while still aligning with the brand's overall tone.