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 Parsinen Kaplan is a Minneapolis-based law firm with a long history of advocacy and litigation for many of the most prominent people in Minnesota. PKR&G had undergone a rebranding, including new collateral, logo, colors, and marketing messages and determined that their web site no longer accurately represented the firm. They charged us with its overhaul. Eaton & Associates proposed a new web site, implementing the new marketing and identity system, and reorganizing site content for a more powerful user experience. Though the old web site was dated, user feedback was frequently positive -- the site was simple, focused on attorney profiles and a synopsis of capabilities, and for a conservative 'get-to-the-point' audience group, the web site's strength was in that simplicity. The primary function of the site is to introduce the firm to potential clients, and the needs of those individuals are specific -- they need to find an attorney, see what the firm specializes in, and/or make contact. While many law firms today are building their sites into vast databases of multi-media, complicated marketing strategies and law news, we determined that the most direct and appropriate site for this firm would showcase their areas of practice, attorneys and publications through a sleek interface, traditional styling, and an emphasis on readability. The end result is a site that evokes their sense of history and reputation, directs users immediately to an attorney relationship, and reinforces the strengths of the firm. |
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Minnesota: History of the Land Web Site 
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Branding
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