Exelmans

Context & Goals

In a rapidly changing sector, where high standards, precision, and credibility guide decisions, Exelmans wanted to modernize its brand image and create a website that reflected its positioning: rigorous, premium, contemporary, and representative of the strength of a recognized independent player.

Exelmans' historical website, focused on very traditional communication and centered on the figure of the lawyers, no longer reflected the firm's operational reality or ambition. The challenge was threefold:

1. Modernize a visual identity that had become too institutional, moving away from a "legal corporate" aesthetic to fully embrace the codes of the audit and private equity sectors: controlled sobriety, sophistication, precision, and a contemporary touch.

2. Strengthen the employer brand, essential in a market where talent attraction is crucial, by offering a consistent, demanding, and rewarding image.

3. Completely overhaul the digital ecosystem with a premium Webflow website, featuring subtle micro-interactions and supported by a robust CMS capable of managing: partners, areas of expertise and practice, blog articles, job postings, and HR content.

As part of this redesign, maintaining the existing SEO assets and properly migrating current content were fundamental to avoid impacting the firm's historical search engine rankings.

Our Approach

1. Research & Strategy
We conducted a benchmark study of the audit/TS/finance sector (France & international) to identify the dominant visual codes: dark palettes, shades of dark green, modern sobriety and clear editorial structure. This study enabled us to define a more contemporary visual positioning, serious but not austere, reflecting the precision and reliability of Exelmans.

2. Branding & Visual Identity
We have developed an elegant and professional identity, built around:
• a deep green palette, a color traditionally associated with finance,
• balanced and prestigious typography,
• graphic lines evoking structure, rigor and analysis,
• an overall understated and premium style.

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

‍3. UX/UI Mockups
The Figma desktop and mobile mockups were designed to enhance areas of expertise and streamline access to information:
• clear and hierarchical expertise pages,
• associated sheets optimized to reinforce the human dimension,
• reorganized blog section,
• HR space designed to support the employer brand,
• airy interfaces, light animations, comfortable reading.

4. Web Development & CMS
The site was entirely developed on Webflow, featuring:
• smooth animations for a premium look,
• optimized performance on desktop and mobile,
• a structured CMS (partners, expertise, articles, job offers, etc.).

We also conducted:
• a complete audit of the old site using Screaming Frog,
• migration of existing content,
• implementation of 301 redirects to preserve SEO,
• technical optimization (tags, performance, responsive design).

Results

The redesign provides Exelmans with a digital platform aligned with its ambitions:
• a premium visual identity in line with private equity and financial advisory standards;
• a strengthened employer brand, thanks to a modern presentation of teams and opportunities;
• a clear and structured user experience, tailored to the expectations of investors, entrepreneurs, and candidates;
• preserved SEO assets, thanks to a clean and controlled migration;
• a site fully manageable by the communications teams via Webflow.

Exelmans now benefits from a modern, elegant, and high-performing digital tool, capable of supporting its growth and communications for years to come.