ROCHON GENOVA

STRATEGY

Since 1999, Rochon Genova has represented clients across a broad range of legal matters and has built its reputation through an impressive body of work, including some of Canada’s most notable class actions. To best convey this, our strategy was to “show, not tell” and let the work speak for the firm. 

Rather than relying on promotional claims and heavy-handed branding and graphics, the website demonstrates Rochon Genova’s experience through its cases, lawyers, legal updates and recognition from its clients and third-party organizations. This “show, not tell” approach helped shape the new brand, website content strategy and information architecture. Cases, practice areas, lawyers and news took centre stage and were planned as an interconnected ecosystem, with relationships built between each content type so users could enter the site from different points and continue naturally to relevant information. External recognition was also integrated into the site to provide additional context and third-party validation of the firm’s experience.

BRANDING

As part of the website redesign project, we comprehensively refreshed the Rochon Genova brand, including the logo, colour palette, typography, iconography and overall visual language.

The new brand has a timeless, editorial quality inspired by traditional broadsheet publishing, supported by custom iconography developed specifically for the firm.

The restrained visual approach reflects the broader strategy behind the project. Rochon Genova did not need a brand built around exaggerated claims or conventional law-firm imagery. The identity provides a confident framework for presenting the firm’s work, allowing its cases, people and experience to remain the focus.

SEO & AI OPTIMIZATION

Search strategy was considered from the earliest stages of planning.

Our optimization efforts included AEO (Answer Engine Optimization) along with traditional SEO. Optimizing  content in a structure built for users, search engines and chatbots alike was an integral part of the strategy, as such, we incorporated several core elements:

• Rich contextual content that targets specific legal questions and search intent
• Optimized technical UX that allows search engines and AI bots to crawl and parse pages effectively
• Structured content architecture and strong navigation hierarchy, and a clear interface for seamless indexing 
• A strong relational data ecosystem featuring an interconnected network linking cases, lawyers, practice areas and news, along with offsite connections to authoritative entities like Chambers, Best Lawyers, and legal media
• An intuitive back end that makes adding new, structured content straightforward and efficient

The result is a website designed to support discovery through useful, well-organized information rather than pages written primarily around search terms.

WEBSITE DESIGN & DEVELOPMENT

The website was designed around a substantial and growing body of content. Particular attention was given to Rochon Genova’s cases, which need to accommodate detailed information and continue to evolve as matters move through the legal system. Large blocks of content were reorganized into clear, repeatable structures that make complex case information easier to navigate, understand and maintain.

Reusable content systems connect cases with relevant lawyers, practice areas and news throughout the website. These relationships allow users to discover related information from multiple starting points, while giving Rochon Genova’s team a practical system for adding new cases and updating existing ones over time.

The responsive design carries the refreshed brand across desktop and mobile while maintaining clarity across content-heavy pages.

Outcome

The result is a scalable, interconnected digital platform in which Rochon Genova’s cases, lawyers, practice areas, legal updates and external recognition work together to demonstrate the depth of the firm’s experience. Rather than simply telling visitors about the firm’s expertise, the website provides the cases, results, recognition and lawyer experience that demonstrate it.