The Concept A law firm is judged on signals long before it is judged on work. By the time a prospective client reads a partner’s biography, they have already concluded something from the typography. For a firm competing for cross-border mandates against international practices, the website is not marketing material — it is the first piece of evidence. BDV’s positioning was already settled: Part of Your Strategy. Not a supplier, a participant. The job was to build a site that behaved that way — restrained, confident, and organised around the visitor’s problem rather than the firm’s...