Case Study
The National Association of Attorneys General (NAAG) serves a highly specialized audience: the 56 state and territory attorneys general offices across the United States. As their public profile grew, so did their need for a refreshed brand identity and an intuitive website to serve their members and educate the public about the crucial role they play in the American justice system.
We developed a comprehensive digital strategy that began with rebalancing NAAG's brand architecture, realigning the relationship between NAAG and its training division, ensuring the parent organization's identity remained prominent while preserving the training program's established value.
To address content discoverability challenges, we engineered a topic-based content architecture for their new website. This new system aggregates a range of content types—from training materials and legal resources to collaborative initiatives—making it easier for AG offices to find relevant information regardless of format.
Since launching the site, NAAG has seen substantial increases in course participation and content engagement, and dramatic improvements in SEO, helping to reinforce their position as the premier forum for America's state and territory attorneys general.
- 450% increase of ranked keywords in organic search.
- Over 2,200 new SERP features in Google results.
- Seamless integration with Altai for single sign-on and content gating.
We modernized NAAG's brand with a clean and versatile logo, and helped to rebalance its relationship with the sub-brand of their training wing.
The new website is fully responsive, with a streamlined architecture to facilitate access to a wide range of content from any device.
