Modernizing the first international community of law firms.
Globalaw
Globalaw is an international organization of law firms, present in over 60 countries and 130 cities worldwide.
It positions itself as a global network of legal professionals, offering a range of legal services to companies and individuals: business law, corporate law, commercial law, tax law, labor law, intellectual property law, and more.
Members of Globalaw are leading law firms, selected for their professional excellence and reputation. By joining the community, they benefit from access to a global network of legal professionals, allowing them to provide their clients with legal advice tailored to each country’s specifics.
Moreover, Globalaw regularly organizes conferences, seminars, and training sessions to foster exchanges among its members and promote excellence in the practice of law on an international scale.
At the end of 2022, on behalf of MCI, Caracal Agency had the opportunity to assist Globalaw in various aspects to continue their mission.
Challenges
Firstly, the technology used to host the online community was aging. It began to show flaws, with some features malfunctioning, affecting user experience, and also featured an interface with a design far from current standards.
- Globalaw had to pay monthly to use this solution, representing a cost instead of an investment in proprietary technology.
- Globalaw’s sustainability depended on another company.
- Globalaw had no control over the development of new features and thus couldn’t evolve its offer without relying on this external solution.
Beyond the technical aspect, Globalaw’s branding also needed updating and alignment across all its channels. The color schemes used were outdated, and graphic coherence had to be established to reinforce Globalaw’s brand image.
Methodology
Next, we involved the Globalaw and MCI team at every step of our working process.
Check-ups were organized to understand Globalaw’s specific needs and goals and to gather their branding and design preferences.
Throughout this process, we conducted rigorous tests to ensure the proper functioning of all implemented solutions and the necessary adjustments.
By adopting this methodology, Caracal Agency was able to address the challenges faced by Globalaw, providing tailored solutions and ensuring a transition to a more efficient environment.
Solutions
Committed to involving our clients in our creative process, we presented multiple design variants to the Globalaw team, allowing them to choose their preferred version.
Once the design was approved, we incorporated it into a brand book. This guide established directives and graphic standards to maintain brand consistency across all communication channels.
This makeover addressed both the site’s visual appearance and its architecture, resulting in excellent performance today (SEO, accessibility, best technical practices, etc.).
Lastly, every community wishing to grow and retain its members requires two additional ingredients:
- A member space, which we built for Globalaw, providing the community with a dedicated environment where members can connect, share information, and access specific features. This member space is now owned by Globalaw, eliminating dependence on an external solution.
- A CRM, which we implemented, simplifying the registration process for new members, automating billing, tracking member engagement, and optimizing overall community management.
The community freed itself from an external solution they didn’t own, costing them several thousand euros annually. Now, they have their own solution that they can tailor as they see fit and adheres to the new graphic charte
Impact
Firstly, Globalaw now has a more attractive and compelling brand image.
This allows them to more easily attract new members and retain them, essential for any network wishing to grow and increase revenue.
Next, this refreshed brand image combined with the new member space enhances community engagement. Not only is the platform appealing, but its navigation has also been streamlined.
The community freed itself from an external solution they didn’t own, costing them several thousand euros annually. Now, they have their own solution that they can tailor as they see fit and adheres to the new graphic charter. Additionally, managing registrations and billing has become significantly easier with the new CRM, saving time.
Of course, all these changes require resources. But we never see this as a cost. Whether it’s about revisiting your brand image, updating your graphic charter, revamping your website, or investing in proprietary technology instead of depending on an external solution, we’re talking about investments that allow growth, to go further and stronger.
For Globalaw, it’s a significant investment, but it’s minuscule compared to the potential losses if nothing had changed.
