dig into our process from inquiry to launch





BCS Legal Services came to us looking for a looking for a website for their new service, Dismissal Help. Dismissal Help works with employees who are going through or facing an employment termination. The experience their clients are facing can be overwhelming - both professionally and personally. But the BCS Legal Services team’s service provides access to legal expertise during this time that is both affordable and approachable.

Typewolf favourite site September 2016
Featured on sitesee.co

 Dismissal Help Homepage

research and discovery

Our main goals was to design a website that respected the sensitive situation of their clients, while being accessible and authoritative. The design needed to meet current web standards, be mobile and search engine friendly and also help convert leads to clients.

After our initial proposal, we sent over a client questionnaire that helped identify key business objectives and project goals. We’ve built this questionnaire through multiple iterations to best learn about our clients needs. Through our questionnaire and conversations we learned four critical jobs that they wanted the website to accomplish:

  • Communicate the passion and drive Dismissal Help has to supporting employees during a difficult time in their professional lives

  • Find a balance between being approachable and authoritative

  • Establish Dismissal Help as an expert in employment law

  • And of course, generate new leads and inquiries

 Dismissal Help moodboard

visual direction

Our research told us that a break with conventional visual themes was required to convert contacts to clients. We had learned through the questionnaire that BCS Legal Services wasn’t afraid of being unconventional, and wanted to stand out in a very conservative, staid and visually dated legal webspace. Their target audience wanted a different experience from the stuffy, traditional law office. So we threw out the gavels, mahogany tables and leather bound books. The moodboard we developed helped capture this new visual direction for the project.

We incorporated neutral and inviting backgrounds with punches of vivid coral to create a balance of authority and accessibility. There are a lot of nice details from icons to an online appointment booking tool to a call-to-action bar.

Converting leads

To help Dismissal help attract more qualified inbound leads, we helped them enhance their content strategy. On the website, strong calls-to-action and downloadable resources help to capture prospects’ contact information.

 Dismissal Help - Mobile

responsive design

We started by thinking through the site visitor’s journey and what actions we wanted them to take on the site. We sketched out designs for desktop and mobile simultaneously, to make sure the design worked across multiple screen sizes.

Design Principles

Reassuring the user of BCS’s expertise and accessibility throughout the experience was a key component of all of our design decisions. The core principles in all of our designs are that websites should be easy to understand, frictionless, and empowering for users.



We place an emphasis on great web typography. The right typeface helps set the mood and visual experience of  the site. It also impacts readability, user-experience and much more. We spent a lot of time selecting the right typefaces. We wanted something that would be approachable and authoritative.

For our body typeface we chose Leitura News. Designed for editorial use - it’s highly readable. It also looks crisp and sharp on mobile devices. For the secondary typeface, we chose Franklin Gothic. As a sans-serif it exudes friendliness and warmth. Also designed for newspapers, it pairs well with Leitura News.

 Dismissal Help full website homepage

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