Exelmans

In a sector undergoing deep change, where rigour, precision and credibility drive decisions, Exelmans wanted to modernise its brand image and equip itself with a website that matched its positioning: rigorous, premium, contemporary, and representative of the standing of a recognised independent player.

Exelmans' legacy website, built on very classic communication centred on individual lawyers, no longer reflected the firm's operational reality or its ambition. The challenge was threefold:

1. Modernise a visual identity that had become too institutional, moving away from a "corporate legal" world to fully embrace the codes of the audit and private equity sector: controlled restraint, sophistication, precision and a contemporary edge.
2. Strengthen the employer brand, essential in a market where attracting talent is decisive, through a coherent, demanding and flattering image.
3. Completely rebuild the digital ecosystem, with a premium Webflow site, animated with light micro-interactions and backed by a robust CMS able to handle partners, areas of expertise and practice groups, blog articles, job openings and HR content.

As part of this redesign, preserving the SEO equity and migrating the existing content correctly were fundamental so as not to affect the firm's historical rankings. Building the new site took 13 weeks: 4 for branding and UX/UI design, and 9 for development.

1. Research and Strategy

We ran a benchmark of the audit / TS / finance sector (France and internationally) to identify the dominant visual codes: dark palettes, deep green tones, modern restraint and a clear editorial structure. That study allowed us to define a more contemporary visual positioning, serious without being austere, reflecting the precision and reliability of Exelmans.

2. Branding and Visual Identity

We developed an elegant, professional identity built around:

• a deep green palette, a colour traditionally associated with finance
• a balanced, statutory typeface
• graphic lines evoking structure, rigour and analysis
• an overall style that is restrained and premium

This new identity modernises the firm while respecting its heritage and its values.

3. UX/UI Mockups

The desktop and mobile Figma mockups were designed to showcase the practice areas and smooth access to information:

• clear, hierarchical expertise pages
• partner profiles optimised to reinforce the human dimension
• a reorganised blog section
• an HR space designed to support the employer brand
• airy interfaces, light animation, comfortable reading

4. Web Development and CMS

The site was developed entirely in Webflow, with:

• fine-grained animation giving a premium finish
• performance optimised on desktop and mobile
• a structured CMS (partners, expertise, articles, job openings and more)

We also ran a full audit of the old site with Screaming Frog, migrated the existing content, put 301 redirects in place to preserve SEO, and handled technical optimisation (tags, performance, responsive).

The redesign gives Exelmans a digital platform aligned with its ambitions:

• A premium visual identity in line with private equity and financial advisory standards
• A stronger employer brand, through a modern presentation of the teams and the opportunities
• A clear, structured user experience suited to what investors, entrepreneurs and candidates expect
• Preserved SEO equity, thanks to a clean and controlled migration
• A site the communications team can administer entirely through Webflow

Since going live, the site generates an average of 11 applications and contact requests per month, with an average load time of 1.3 seconds. Exelmans now has a modern, elegant and high-performing digital tool, able to support its growth and its communications for the years ahead.