For more than 80 years, Downey Brand lawyers have been key figures and played pivotal roles in the growth of Northern California and Northern Nevada. Advancing both public and private interests, Downey Brand clients are frequently at the center of the region’s most strategic and vital activities and investments.
While Downey Brand is the largest firm in Sacramento, its reach extends way beyond the City limits, especially in key areas such as water and water quality law, water rights, and environmental law and litigation. The firm is also a power player in energy, food and agriculture, and in its work with financial institutions.
After forming a website team consisting of marketing director Brenda Applegate and partners Clifton J. McFarland (then marketing partner) and David R.E. Aladjem, Downey Brand hired Content Pilot LLC to design, develop and host its new website. Firm goals were clearly articulated during the Kick-Off Strategy Meeting - emphasize Downey Brand's industry strengths, showcase its sophistication in the work it does/relationships it has, and demonstrate its approachable, but hard-working style of doing business.
As with most of these projects, the complaints about the former site were loud and clear. Poor organization and structure, hard to find news and publications, old content, a design that didn't reflect the strengths of the firm, no search features, and more.
The new site launched on Valentine's Day 2014 - a fitting day for this labor of love. With a logo refresh anchoring the new site, the theme, "Advancing your Interests" and the rotating magazine-style industry images, Downey Brand has put a powerful stake in the ground. It owns the region, and is a powerhouse in critical areas that are important to California's high profile stakeholders.
The firm's focus on industries carries through to the interior pages, as well. Industries is in the global navigation and appears before Practices (and only after People). The Industries landing page features a full magazine spread of images that tie to its 11 specialties. Content was completely restructured to support this new strategy.
Even the Careers pages support the industry strategy with a featured associate, Meredith Nikkel, saying, "I came for Downey Brand's preeminent water law practice, but stayed for its high-caliber and collegial people."
Brenda Applegate said that the executive committee and website team were "extremely happy with the new website," and that "it's a true reflection of the firm's dynamic nature." One lawyer even commented that he was afraid to send his bio out from the old site, fearing that the recipient would be disappointed. She praised Content Pilot's process and entire team, which was led by Content Pilot Vice President of Strategy and Solutions, Keith Wewe.