Boughton Law
When two companies with West Coast ambition and a desire for social change come together, the results will blow the competition away.
InterVISTAS
INTRODUCTION
Charting New Paths: Reimagining InterVISTAS for a Dynamic Future
Founded in 1997 as a subsidiary of the Vancouver Airport Authority, InterVISTAS has grown into a global leader in strategic mobility consulting. With expertise spanning aviation, transportation, and tourism, they have guided over 500 clients across 75 countries. But following a recent merger and acquisition, they faced a new challenge: redefining their brand and digital presence to reflect their unparalleled industry expertise and innovative approach to the disruptions caused by the global pandemic.
That’s where we came in. Tasked with creating a brand and website that matched InterVISTAS’ ambition and vision, we set out to build a digital experience that would propel them to new heights.
Our journey began with a deep dive into InterVISTAS’ identity. Through extensive stakeholder interviews, we uncovered a key insight: while their individual team members were well-known and highly regarded, the full breadth and impact of the firm’s capabilities were not widely recognized. We needed to create a brand narrative that highlighted the collective strength of InterVISTAS while celebrating the expertise of their consultants.
We distilled their essence into a core message: InterVISTAS empowers its clients with professional insights, strategies, and tools to thrive in an increasingly unpredictable world. This foundation guided us as we shaped a brand that was both innovative and credible, capturing their forward-thinking approach and passion for fostering in-person connections.
Beyond the Horizon: Designing a Website for the Future
With the brand strategy in place, our design team faced the task of translating it into a visually compelling and user-friendly website. InterVISTAS already had a design they loved, so our challenge was to modernize it while infusing elements of their new brand personality.
Visualizing Growth: A Fresh Design Language
We introduced lateral lines radiating outward, symbolizing InterVISTAS’ role in creating forward trajectories and growth opportunities for their clients. A clean, sans-serif typography enhanced the approachability of their tone while maintaining a professional and credible appearance. Smooth transitions and animations added polish, ensuring the content felt dynamic yet uncluttered.
Our UX team focused on making the website as intuitive and engaging as possible. We prioritized key sections like “What We Do” and “About Us” in the navigation, showcasing the firm’s capabilities front and center. Dynamic content and post types allowed us to seamlessly integrate thought leadership and insights from top team members across relevant pages, highlighting both the collective strength and individual expertise of InterVISTAS.
We also implemented a strategic tagging system to link content to specific service areas, creating a cohesive narrative that demonstrated how InterVISTAS’ diverse offerings come together to deliver exceptional value.
A Digital Presence with Impact: Showcasing Expertise and Innovation
The new InterVISTAS website is more than just a digital facelift—it’s a platform that tells their story in a way that’s authentic, accessible, and aligned with their mission. By balancing the firm’s legacy with a forward-looking vision, we created a digital experience that positions InterVISTAS as the industry’s go-to partner for strategic mobility solutions.
The website was built on a custom WordPress theme, designed for ease of use and long-term scalability. We focused on creating a robust and user-friendly backend that would allow the InterVISTAS team to easily update content, whether it’s adding new project experience, updating team bios, or publishing fresh insights. This flexibility ensures that the site will remain a valuable asset as the firm continues to evolve and expand.
Reaching New Heights: A Launchpad for Future Success
What started as a website redesign quickly grew into a comprehensive brand management project. Through our collaborative workshops and strategic insights, we helped InterVISTAS not only reimagine their digital presence but also gain a deeper understanding of their own identity. The new brand and website lay the groundwork for future success, enabling InterVISTAS to confidently navigate the complexities of a rapidly changing industry.
With a refined brand and a dynamic digital platform, InterVISTAS is poised to continue shaping the future of mobility consulting. As they guide their clients through an ever-evolving landscape, we’re proud to have played a role in helping them articulate their vision and position themselves for continued growth and impact.
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Frequently Asked Questions
Common questions about professional services website projects, answered from experience.
How should a professional services website organize services so buyers and clients actually understand what you do?
A professional services website should organize services around specific buyer or client challenges and decision paths, not internal departments or practice labels. Takt aligns experience design with the client’s buying journey, enabling visitors to quickly self-qualify and find the right expertise with minimal friction. On InterVISTAS, navigation and content structure prioritize key sections such as “What We Do,” and a tagging system links insights and content to specific service areas, making complex yet valuable offerings easier to understand.
How do multi-practice professional service firms maintain brand consistency across multiple business units, websites, or subbrands?
By building a system that makes consistency easier than inconsistency. Brand erosion at scale doesn’t usually happen because people ignore the guidelines. It happens because the guidelines don’t account for how the organization actually operates.
The fix is a shared brand architecture, a modular design system, and clear rules about what flexes by context and what doesn’t. For firms with multiple entities, that means defining the relationship between parent brand and sub-brands explicitly: how much visual and verbal latitude each unit gets, where shared equity is leveraged, and where distinct positioning is warranted.
The design system and content management tools need to support this structurally, not just conceptually, so that teams can create and update content independently while staying within defined guardrails. We’ve built these systems across multi-entity firms like Smythe LLP, multi-regional organizations like Cogency Global, and firms undergoing digital transformation like Watson Goepel.
How do professional services firms differentiate when competitors all sound the same?
The differentiation problem in professional services is rarely due to a lack of expertise. Most professional services firms are genuinely excellent at what they do. The problem is they all describe it in the same way: safe language, interchangeable positioning, and a website full of practice area pages that could belong to any competitor.
Differentiation starts with identifying what’s actually true and specific about the firm, then building a brand system that makes that specificity impossible to miss.
We do this through stakeholder interviews, competitive audits, and audience research to find the positioning gap between where the firm sits and how it presents itself. From there, we build messaging, visual identity, and site architecture that work together to make the firm’s point of view tangible.
We’ve done this across law firms like Boughton Law and Watson Goepel, financial services firms like Smythe LLP, and compliance firms like Cogency Global.
How long does a professional services firm's website redesign take?
A professional services website redesign timeline is usually phased, because positioning and messaging decisions influence IA, page templates, and conversion paths. Takt is not oriented toward quick fixes, and the work is typically structured to build future-proof platforms that balance usability, interactivity, accessibility, and business goals.
What builds trust fastest on a professional services firm website?
Trust on a professional services website is built through clarity, credibility cues, and consistency across messaging, design, and execution, especially on high-intent pages like services, expertise, and leadership. Takt explicitly prioritizes “unshakeable trust” through authentic brand communication, thought leadership, and flawless execution across touchpoints. Boughton Law’s website is a clear example of this approach, where the work aimed to re-establish the firm as a leader by elevating its story and positioning its lawyers as thought leaders.
What does a professional services rebrand and website redesign project include?
A professional services firm rebrand and website redesign project typically includes positioning and messaging, a refined visual system, and a conversion-optimized website experience that supports the full customer or client journey. Takt’s approach for building professional services websites emphasizes differentiation, trust-building, seamless digital journeys, qualified lead generation, and consistency across touchpoints.
What should a professional services website redesign prioritize for lead generation?
A professional services website redesign should prioritize high-intent journeys, clear service proof, and frictionless conversion points that match how buyers evaluate risk and fit. Takt’s approach is to align strategy and experience to the buying journey to drive more qualified leads, not simply increase traffic.