Akin Gump’s entrepreneurial spirit and wide-ranging services provided a unique challenge to develop a system that was flexible enough to match their current and future needs while ensuring a consistent application of established brand guidelines.

Akin Gump came to RubyLaw with a design in search of an engineering team that could meet the challenge. The firm needed the flexibility to allow their more established practices the freedom to customize pages and support larger amounts of content while giving smaller and quieter practices an appropriate presence with a fresh look. Both requirements had to be reconciled through a design and implementation that guaranteed consistency of look and feel for all. 

These needs resulted in a highly flexible, modular system for building practice pages. RubyLaw collaborated closely with Akin Gump’s marketing team to execute the new design flawlessly. Our team accommodated the modular design by customizing the content editing core of the RubyLaw Content Lifecycle Management (CLM) platform, which would not have been possible had Akin Gump selected another solution. In addition, RubyLaw’s team of engineers built a user-friendly back-end solution that mirrors the modular design and functionality of the front-end website. This solution is customized and unique to Akin Gump and supports the firm’s efforts to differentiate via the web.

Several years later, Akin Gump decided to conduct a refresh, and selected a third-party design consultancy to partner with RubyLaw on the initiative. In addition to providing a design lift to the homepage, our combined team updated the presentation of fonts and colors, site navigation, search categorization, and search results across the site to deliver a faster, more efficient, and engaging experience.

In 2021, nearly ten years after the initial launch, the firm decided to conduct a comprehensive refresh of the website, opting to bid out the design portion but to continue its partnership with RubyLaw indefinitely. 

This exciting project culminated in mid-2023 with the complete overhaul of the firm’s brand, including a name change to “Akin,” and a comprehensive redesign of the AkinGump.com. Today, the award-winning website is recognized for its vibrant colors, its human, approachable design sensibility, and its streamlined organization, helping visitors to quickly and easily navigate to their desired destination. 

With RubyLaw, Akin is primed to further differentiate itself while leaning on cutting-edge technology to power its marketing and business development efforts.