Although Alexander Holburn is one of the top-ten firms in BC, market research indicated that they lacked visibility. To address this challenge, their marketing team chose to re-examine its position carefully. One of the key concerns they uncovered was the weakness of their existing website.

smashLAB reviewed the firm’s culture, position, and online strategy. Through consultation with stakeholders, smashLAB established a concept that reflects the firm’s values, differentiates from competitors, and builds meaningful dialogue with site visitors. A simple phrase, “Get to know us”, sends out a friendly invitation to visitors, free of any sales-propositions. A careful effort to avoid cliché imagery and language allows the firm to start relationships in an unassuming, yet professional fashion.

Functionally, the site integrates with the firm’s large database to make what would otherwise be complex operations into simple tasks. The unconventional messaging and strong design earned Alexander Holburn nation-wide attention in industry press. “[smashLAB] came back with a concept that beautifully brought out exactly what makes us special, in a way that our clients and targets could really relate with,” says Heather Gray-Grant, Director of Marketing and Business Development. “As a result, our website has become a benchmark in the industry and we are very proud of it.”