RoughWorks
& Maurice Law
Honors Heritage, Hides Impact
Overview
Maurice Law is a true pioneer—Canada's first and largest Indigenous-owned national law firm. Their mission is powerful: advancing Treaty and Aboriginal rights. However, by 2024, their digital presence was failing to tell that story. The old website was generic, dated, and text-heavy.
The problem was a massive disconnect: the digital experience felt conventional, not reflective of the firm's groundbreaking work. Crucial information was buried, making it hard for community members seeking resources or corporate stakeholders looking for expertise to find what they needed. Maurice Law needed a brand and a website that honored their deep Indigenous roots and matched their modern legal prowess in equal measure.
Identity Crisis Online
The generic, corporate-style website failed to convey the firm's unique Indigenous identity, rich heritage, and pioneering mission.
Muddled User Journeys
Potential clients, community members, and job seekers couldn't easily find resources or specific practice areas tailored to their needs.
Dated Visuals & Content
The old site was text-heavy and lacked the visual impact necessary to connect with diverse audiences, including Indigenous communities.
Undervalued Expertise
Lawyer profiles and practice areas were not highlighted effectively, failing to showcase the firm's deep, specialized expertise across Canada.
A Modern Gateway for Justice
We partnered with Maurice Law to reimagine their brand from the ground up, treating the process with the highest levels of respect and discovery. The goal was to build a brand that is grounded in tradition and focused on the future. We delivered a new visual identity and a website completely rebuilt for the user.
Authentic, Modern Narrative
We developed a refreshed visual identity and messaging strategy built on the firm’s core values: access to justice, persistence, and reconciliation. This included a warm, earthy color palette and subtle Indigenous motifs for a respectful, professional look.
Telling the Unconventional Story
The new homepage immediately addresses Maurice Law’s unique status, using bold photography and video (in partnership with Module Creative Agency) to put the firm’s mission front and center. The site now educates and inspires from the first click.
Clear Paths to Expertise
We restructured the site to provide distinct, tailored pathways for different audiences. Dedicated pages for complex practice areas like Specific Claims and Governance speak directly to the unique concerns of community leaders and stakeholders.
Connecting Faces with Expertise
We overhauled the Our Team directory with high-quality portraits and detailed, filterable bios. Each profile highlights the lawyer’s credentials and, where applicable, Indigenous affiliations and community work, fostering vital personal trust.
A Digital Presence with Purpose
New Brand, Sharper Focus
The launch of the new brand and website was a definitive success. Maurice Law's digital presence now authentically embodies their identity, instantly communicating the sense of purpose and integrity they deliver every day. The site became a powerful tool that both honors their roots and drives their modern legal practice forward.
Crucially, the new, clearer site structure immediately led to improved engagement across all key user groups.
Increased Engagement
Analytics showed users spent significantly more time on targeted practice area pages, as the content was now highly relevant to their legal queries.
Impressed Institutional Clients
The polished, professional web experience instantly instills confidence in corporate and government stakeholders engaging with the firm's work.
Positive Community Feedback
Members of Indigenous communities noted that the site felt authentic and spoke to them directly, succeeding in moving away from a generic law firm feel.
New Gateway for Justice
The website transformed from a conventional, outdated site into a modern, trusted resource that educates, inspires, and guides users on their journey.
Let's Build
Something Great
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