One brand, two target audiences, one cohesive strategy

Hart Advocaten serves two worlds at once: individuals who need legal assistance and entrepreneurs seeking business advice. These two target groups require a different tone, a different approach, and a different experience. We built a smart brand strategy around this, with two separate websites that together form a single powerful brand.

Hart Advocaten grew on both fronts simultaneously. Individuals sought accessibility and trust. Entrepreneurs wanted to see expertise and decisiveness. With a single generic website, it was impossible to serve both effectively without alienating the other.

The challenge was not merely technical. It required a positioning choice: how do you present a single firm in two distinct ways without fragmenting the brand?

Both platforms have their own distinct look with two clear brand identities, while management and technology remain centrally organized. Thanks to a powerful search function, visitors can quickly find the right information, training programs, or legal expertise. The result is a clear, professional, and future-proof online solution.

We started with the core. What sets Hart Advocaten apart? What does the ideal private client look like, and how does that differ from the entrepreneur they want to attract? We translated those insights into two distinct brand personalities, each with its own tone, visual language, and user experience.

From there, we built two websites that operate independently but visually and strategically stem from the same brand. Visitors land on the site that suits them and are immediately addressed in their own language.

We developed a sleek, professional design that showcases Hart Advocaten’s expertise. The structure is logical and scalable: cases take center stage and can be easily expanded as the firm grows. To keep the website organized, we added a search function that generates a comprehensive and sortable search results page.

To give the website character and life, we added subtle micro-animations to the icons. Small, thoughtful movements that make the website dynamic without distracting from the content.