Overview
Industries
- Professional Services
Services
- Web Design ,
- Information Architecture ,
- UI/UX Design ,
- Brand Repositioning
Gleeson McGrath Baldwin (GMGB) is an established Irish law firm providing tailored legal advice built on trust, expertise, and long-term client relationships. Led by a strong and experienced team, the firm brings a collaborative, considered approach to legal practice that sets it apart within the sector.
While GMGB’s reputation and expertise were well established, its digital presence no longer reflected the calibre, culture, or ambition of the firm. As the practice continued to evolve, there was a clear opportunity to reposition the brand through its website, creating a more contemporary and engaging expression that better represents the people behind the practice and how they work today.
View Website – GMGB.ie
The Challenge
In a sector where confidence and credibility are essential, the website plays a central role in shaping first impressions. GMGB recognised that their existing site was no longer aligned with the firm’s progressive outlook or collaborative culture.
The challenge was to reposition the brand digitally, refreshing the firm’s visual identity and online presence in a way that feels confident and modern, while retaining the trust, professionalism, and experience expected of a respected law firm. The site also needed to support clarity of services and communicate GMGB’s values in a more human and accessible way.
Design Thinking
The ambition was to present GMGB as confident, progressive, and collaborative, while retaining the credibility and trust built through years of legal expertise.
Through collaborative workshops, research, and moodboarding, we evolved the brand visually and verbally. This resulted in a refreshed colour palette, updated logo treatment, and a more expressive visual language that brings warmth and clarity to the brand without compromising authority.
The website became the primary expression of this refreshed identity. Content structure and navigation were simplified to clearly communicate services and expertise, supported by human-centred copy and considered hierarchy. Original photography by Irish photographer Sean Jackson was commissioned to capture the people behind the practice, reinforcing authenticity, approachability, and collaboration.
The result is a cohesive digital system that balances professionalism with warmth, giving GMGB a confident, contemporary platform that accurately reflects the firm and supports how it wants to be seen going forward.
The Impact
The new website launched at the end of 2025, immediately modernising how GMGB presents itself to clients, peers, and prospective talent.
GMGB is now represented online as the firm it is today: confident, progressive, and grounded in strong values. The refreshed brand expression, supported by a clear and intuitive website, provides a platform that strengthens credibility, supports growth, and reflects the firm’s collaborative culture and forward-looking expertise.
View Website – GMGB.ie
