CLIENT
Duke Law
Challange
Duke University School of Law—one of the nation’s top legal institutions—tasked us with redesigning its website. But during discovery, we uncovered a deeper issue: the school had no brand guidelines and was using three inconsistent logos, none aligned with Duke University’s master brand. The result was a fractured identity and a digital experience that didn’t match the institution’s caliber.
Opportunity
We expanded the engagement to deliver not just a new website, but a unified brand system. By aligning Duke Law’s identity with the broader Duke ecosystem and creating tools that empowered internal teams, we helped elevate their market perception and digital impact—contributing to a rise in national rankings.
Approach
Brand Alignment – Consolidated and modernized the logo system, bringing it in line with Duke’s typographic standards and institutional voice.
Digital Experience – Built a modular web framework to support 7,500+ pages, live data sources, and multiple stakeholder needs.
Internal Enablement – Created content templates and thematic recommendations to guide communications and ensure long-term consistency.
The Result – A unified brand and digital experience that improved user engagement, strengthened Duke Law’s national profile, and supported its climb in U.S. News & World Report rankings.