First Place
Gesmer Updegrove LLP — Web site: www.gesmer.com

The pioneering Boston-based law firm Gesmer Updegrove has worked with “serial entrepreneurs” since its inception in 1985. Gesmer clients are the big idea-driven founders and CEOs of start-up and emerging companies who develop and bring new products and services to market. They aim to make their ideas commercially viable and exit the business in a five-year window with a financial transaction.  
 
New positioning and Web site made Gesmer’s unique role as advisor to these companies clear through character sketches of its intriguing client leaders. On the Web, Gesmer attorneys take on the client’s serial persona with a “Usual Suspects” team navigation tool. The firm also adopted the visual portfolio vernacular of the important venture capital community that typically funds emerging companies.

Since Gesmer is focused on client goals, three ads were built around the three broad stages of an emerging company: start-up, expansion and financial transaction. These ads were featured on the home page of the Web site. The creative offers a tapestry of evidence that Gesmer understands what drives its clients and has the credentials to help them realize those critical objectives and milestones.

Summary of Outcomes

The feedback from clients, colleagues and others to the rollout of the new site has been remarkable. The previous Web site provided a portal for accessing facts about the firm and its lawyers, but the new site’s bold, thematic approach has also conveyed intangible aspects of the practice that was missing. Unsolicited client comments have praised the bold and playful look, but also noted how well the overall design communicates the firm’s and commitment to entrepreneurs, investors and the life-cycle of their businesses.  In short, the firm’s site has created market buzz, and an understanding among clients and prospective clients that the firm “gets it.”