Overview
Industries
- Professional Services
Services
- Web Design ,
- Information Architecture ,
- UI/UX Design
Gleeson McGrath Baldwin (GMGB) is a long-established Irish law firm providing tailored legal advice built on trust, expertise, and long-term client relationships. Led by a strong and experienced partnership 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.
The Challenge
In a profession where confidence, clarity, and trust are essential, the website plays a central role in shaping first impressions. GMGB recognised that their existing site did not fully reflect the progressive nature of the firm or the collaborative way the team works together.
The challenge was to reposition the brand digitally, refreshing the firm’s visual identity and online presence in a way that feels modern and assured, while retaining the professionalism and credibility expected of a respected law firm. The site also needed to communicate GMGB’s values more clearly, reflecting a practice shaped by strong leadership, empathy, and a human approach to client relationships.
Design Thinking
Working closely with the GMGB leadership team, we repositioned the firm through a refined digital identity that reflects how it operates today: confident, collaborative, and forward-looking. Through workshops and research, we evolved the brand visually and verbally, introducing a refreshed colour palette, updated logo treatment, and a tone that brings sincerity and personality without compromising authority.
The website became the primary expression of this shift, with simplified structure, clear hierarchy, and considered UI ensuring services and expertise are easy to navigate and understand. Original photography by Irish photographer Sean Jackson captures the people behind the practice, reinforcing authenticity and the firm’s strong leadership. The result is a cohesive digital system that balances professionalism with warmth, presenting GMGB as a modern, credible, and distinctly human law firm.
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.
What the client said…
Over the past number of months, we had the pleasure of partnering with Idea on the complete redesign of our firm’s website, and the experience has been exceptional from start to finish.
Lawyers are not typically known for being natural creatives, so having a partner who not only understands the tone a professional services firm needs to strike, but also appreciates the nuances of our firm culture, was invaluable. Ideas listened carefully, challenged us where appropriate, and articulated our ambition with clarity and confidence. I would like to thank the team at Idea for the time and care they invested in understanding our firm, our culture, our values and our ambitions for the future, and for translating that understanding into a digital presence. Their guidance throughout was clear, thoughtful, and collaborative. The result is a website that not only looks fabulous, but authentically reflects our identity, values, and the work we do.
Idea were far more than designers, they were true creative partners. We are delighted with the outcome and would wholeheartedly recommend them to any organisation seeking a team with talent, insight, and an exceptional ability to translate vision into reality.
