Ashford & Partners
Solicitors & Legal Counsel
How we approached Ashford & Partners
Ashford & Partners had operated successfully for over a decade on reputation alone. Their website was functional but visually stuck in 2014 — and increasingly, potential clients were comparing them to younger firms with sharper sites.
The redesign needed to honour the firm's heritage and gravitas while signalling they were keeping pace with the modern market. Ivory, charcoal, and gold — classic without being stuffy. EB Garamond for the elegance, Source Sans 3 for the clarity.
Typography: EB Garamond for headlines · Source Sans 3 for body copy and UI text
Ivory as a premium neutral
#f8f4ee is warmer than pure white and signals quality. It gives the site a paper-like richness without the sterility of a clinical white background.
EB Garamond for authority
The legal world has always communicated authority through serif typography. EB Garamond carries that tradition while feeling contemporary.
Gold used with restraint
#c9a850 appears only on section dividers, hover states, and key callouts. Overuse would undermine the gravitas the firm has earned.
Charcoal not black
#1a1f2e is softer than pure black and avoids the harshness that can make legal sites feel adversarial rather than advisory.
Social proof from named clients
Named testimonials with roles (not anonymous "satisfied client") — in legal, specificity builds far more trust.
Practice area pages as service funnels
Each practice area page has its own consultation CTA — no hunting for contact details after reading about a relevant service.
"We'd been meaning to update the site for years. Khalid delivered something we're genuinely proud to send clients to."
