Choate is a firm that is built differently. With the entire team concentrated in one office, its 175+ lawyers deliver results globally that put it on par with firms exponentially larger.

Despite its success, Choate’s digital marketing gave the impression that it was merely a regional, Boston-area firm. With extensive expertise across wealth management, private equity, financial services, life sciences, and litigation, Choate is much more. It needed a brand refresh and digital presence to reflect its true stature.

Seeking a sophisticated approach to align the firm’s marketing with its ambitions and with significant technology and security requirements to boot, Choate selected RubyLaw to support its new digital marketing ecosystem confidently. Further, the firm sought a recommendation from our team for a creative agency to provide the design solution. For this, we relied on our extensive portfolio of creative partners and provided a recommendation to meet Choate’s criteria. 

The effort began with a comprehensive re-imagining of Choate’s practice organization. What was previously more than 250 discreet practice areas, we strategically focused down to five. We then collaborated with Choate to introduce Areas of Focus to expand their Services offering and go-to-market strategy. This helped simplify the information architecture of the eventual RubyLaw-powered website, making the navigation easier to manage and increasing the likelihood of longer site visits.

It is worth noting that Choate’s lawyers all practice, so it’s one of the reasons for the firm’s success. This raised the stakes for creating an effective search tool with expandable bio page segments. As a result, we had to balance the speed with an engaging presentation of relevant content to keep visitors focused on Choate team members’ impressive credentials.

Regarding technology, the RubyLaw CMS gives Choate a user-friendly and flexible system that also ensures a premium level of security. The firm leverages Multi-Factor Authentication (MFA) and a custom security reporting offering to keep Choate and its clients' data safe.

Building on the success of this initiative, we later extended our partnership to provide the firm’s asset management division, Choate Investment Advisors (ChoateIA), with a similarly sophisticated website and digital marketing solution.