/ Case study
PDG Law
Two years after we built PDG Law's Webflow site, it went offline. We had it back the same day.
Fri3nds project record, 2024 and 2026
Who Ponder Diversity Group is and why it needed a law firm website
Ponder Diversity Group is a Chicago law and consulting firm led by Anita J. Ponder, CEO and General Counsel. PDG helps companies and public agencies build diversity, equity and inclusion programs that hold up legally, from government procurement and contracting to employment law, training and codes of conduct. When PDG came to us through a referral from Vic Martinez at BrandCrumbs, its domain showed a "Coming Soon" page. The firm had thirteen practice areas, a public forum for government contractors and a growing body of articles, and nowhere to put any of it. The ask was a new brand and a law firm website in Webflow.
"We really appreciated it and are excited to move forward with you and your team."
— Anita J. Ponder, CEO & General Counsel, Ponder Diversity Group
The challenge: a firm with a lot to say and a team that runs on email
PDG's story was big and its team was small. Every practice area needed its own page, and the people reviewing the work were attorneys, analysts and assistants with full calendars. Meg Larson, PDG's marketing assistant at the start, told us early how the team liked to work, so we set Slack aside and ran the whole project through email, calls and clear review links.
"We have varying levels of technological comfort, so I try to ensure we utilize email as our primary form of communication."
— Megan Larson, Marketing Assistant, Ponder Diversity Group
How we built PDG's brand and Webflow website
We started with the brand, in two working sessions with Anita's team and a stylescape that set the look. Then wireframes, then three rounds of high-fidelity design, each one closer to the firm Anita described. Serggio, our designer, took Anita's notes and folded them into the version Anita preferred. As the site grew, so did the ask. We designed a dedicated page for PDG's Government Contractors Business Forum and an In Loving Memory page, and turned News & Insights into a home page section, after PDG's team agreed it should hold the firm up as a thought leader. The build gave each of the thirteen practice areas and four industries its own page in Webflow.
- 13 practice area pages, one for each of PDG's capabilities
- 4 industry pages: construction, transportation, education and cannabis
"Approved! The Forum page looks absolutely amazing. Thanks so much for redesigning it!"
— Anita J. Ponder, CEO & General Counsel, Ponder Diversity Group
How we handed PDG the keys
Before launch, PDG's own reviewers went page by page on a shared staging link and left their comments right on the design, so nothing was lost in an email thread. Once the copy was final, we transferred the finished site into PDG's own Webflow workspace, so the firm owned it from day one. Anita closed the project with a note to the whole team.
"All of the work by your team on this project has been well done and greatly appreciated."
— Anita J. Ponder, CEO & General Counsel, Ponder Diversity Group
What happened when PDG's site went down
About two years later, the person managing the site on PDG's side had left the firm, the Webflow site plan lapsed, and ponderdiversity.law went offline. PDG's IT consultant pointed them back to the team that built it. Sasha George, PDG's senior legal assistant, wrote to us with a deadline: PDG expected a lot of traffic the following week and wanted the site back by close of business. Marcelo got on a call, PDG shared access, and about six hours after that request the site was live again. PDG now works with us on a Fri3nds subscription, starting with technical fixes and moving on to content updates.
- Same day: site back online, about 6 hours after PDG's request
"Great job, Marcelo! Your responsiveness, analyses and services today were greatly appreciated. We look forward to working with your team to also update our website."
— Anita J. Ponder, CEO & General Counsel, Ponder Diversity Group
Credits
Client: Ponder Diversity Group. Anita J. Ponder (CEO & General Counsel), Megan Larson (Marketing Assistant), Juan S. Mantilla (Assistant Legal Analyst), Emmett Haq, Casey Ciulla, Alexander Melamed (Assistant Research Analyst), Alexandra V. George (Senior Legal Assistant)
Referral: BrandCrumbs (Vic Martinez)
Brand, design and Webflow build: the Fri3nds team. Design by Serggio Montilva; project management by Camila Ardila and Jaime Pons
Site rescue and support: Marcelo Russo, Allyse Murray, Nico
Services: Branding, wireframes and UX, Webflow design and development, CMS setup, site transfer, website rescue, Fri3nds subscription
/ More work
Other Projects
More selected work from the last twelve months, across branding, website and graphic design.
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