Bedell, with over 280 partners and staff, is a leading provider of legal and fiduciary services in key financial jurisdictions: Jersey, Guernsey, London, Dublin, Geneva, Mauritius and British Virgin Islands.

After experiencing enormous growth over the past few years, they embarked on a brand refinement exercise to better organise and present their businesses and services offline. Being was commissioned to represent and align the new brand hierarchy online starting with a new Web site.

With Bedell’s complex set of businesses spread over multiple jurisdictions and led by differing partners and teams, our solution was developed on customer insight; researching their customers’ behaviour on the existing site and then delivering more tailored Web experiences. As the vast majority of their visitors accessed a service, location and a person, our main objective was to enhance Web site usability to allow multiple audience types to easily and quickly  connect with the right service, at the right location, and with the right team. And at the end of each visitor journey Bedell’s key personnel were then introduced with simple options on how to make contact.

Of course building the brand online is more than just ensuring visitors to the Website have a positive usability experience. It was also an opportunity to differentiate Bedell in the marketplace as a friendly, professional and team led firm. This was done by visualising strong portrayals of key senior staff in the ‘About us’ section and introducing collages in the services areas where visitors could ‘meet the team’. The Bedell brand position was also further enhanced by introducing large, inspirational images relating to the sector depicting  leadership in onshore and offshore services.

As their businesses continue to grow we have created a scalable technical Content Management Solution (CMS) which can match the ambition of the future Bedell.

www.bedellgroup.com