Rebrand • Website • SEO • Google Ads • AEO/GEO • Video Production
A 25-year legacy, a fresh identity, and a digital presence built to match.
MA Legal Group is one of Fremantle's most established and respected law firms, with a proud history spanning over 25 years of serving clients across Western Australia. When they came to Joomstore, they were trading under their original name; Morgan Alteruthemeyer Legal Group. A name that carried significant weight within the legal community, but one that most clients genuinely struggled to pronounce. Their website was equally dated, failing to reflect the depth of expertise, the breadth of practice areas, and the calibre of service the firm had been delivering for a quarter of a century.
The firm needed more than a website refresh. They needed a complete repositioning; a brand, a name, a voice and a digital presence that would carry them confidently into the next chapter of their growth.
The Brief
The challenge was considerable. The firm had 25 years of reputation and goodwill to preserve, while simultaneously modernising their identity in a way that would resonate with new audiences; particularly in the emerging areas of their practice they were most excited about. They needed a brand that felt authoritative but accessible, and a website that communicated their full capability without overwhelming prospective clients.
Their practice spans building and construction law, family law, commercial law and criminal law. But the areas they were most eager to elevate were their Lifecare Law offering; specialist legal services for Western Australia's ageing population, focused on dignity, quality of life and proper representation; and their growing involvement in the AUKUS Alliance, positioning the firm as a trusted entry point for international defence contractors seeking to access the Australian defence industry.
MA Legal Group are also partners in the Henderson Alliance, a growing community of defence industry organisations based in Fremantle, which adds further weight to their credentials in this space.
What We Delivered
Joomstore worked closely with the MA Legal Group team across every stage of the engagement, from initial strategy through to launch and beyond.
Brand Rejuvenation
We gave the firm a fresh, modern visual identity while honouring the legacy and authority they had built over 25 years. The rebrand covered logo design, colour palette, typography and brand guidelines, and extended across all collateral; documentation, letterheads, business cards, signage and digital assets. The result is a cohesive identity that positions the firm with confidence in the competitive Western Australian legal market.
Website Design and Development
We designed and built an industry-leading website to properly position MA Legal Group as the authoritative barristers and solicitors they have always been. The site clearly articulates their full range of practice areas, with dedicated sections for their core specialisations and prominent positioning for both their Lifecare Law offering and their defence industry work. The website is fast, mobile-first, and built to convert visitors into enquiries.
Video Production
We produced professional video content for the firm to support their brand story and communicate their expertise and values directly to their audience. Video is one of the most powerful tools a law firm can use to build trust before the first consultation, and the MA Legal Group team presented exceptionally well on camera.
SEO, AEO, GEO and Google Ads
With the website live, we set up and launched a comprehensive digital marketing programme to reach the firm's best audiences across traditional and AI-powered search:
- SEO; technical optimisation, on-page content and local search strategy to build organic visibility across the firm's key practice areas in Fremantle and Western Australia
- AEO and GEO; optimising the site's content and structured data to ensure the firm is accurately represented in AI-generated search results and answer engines
- Google Ads; targeted paid search campaigns to reach high-intent audiences actively seeking legal representation across the firm's practice areas
Practice Areas Covered
- Building and Construction Law; representing clients in disputes, contracts and claims across the construction industry
- Family Law; sensitive, experienced representation for families navigating separation, custody and related matters
- Commercial Law; advising businesses on contracts, transactions, disputes and governance
- Criminal Law; experienced criminal defence representation across Western Australia
- Lifecare Law; specialist legal services for Western Australia's ageing population, focused on ensuring dignity, quality of life and proper legal protection for seniors and their families
- Defence Industry Law; supporting international defence contractors seeking entry into the Australian defence space through the AUKUS Alliance framework, in partnership with the Henderson Alliance
The Outcome
The MA Legal Group team consistently remarked on the quality of the work throughout the engagement, and we are genuinely grateful for that feedback. More importantly, the firm now has a brand and digital presence that properly reflects who they are and what they offer; something that was long overdue for a practice of this standing.
We are excited to watch the growth of this long-standing Fremantle firm as their new identity beds in, their search visibility builds, and their presence in both the Lifecare Law and defence industry sectors develops. We look forward to continuing to support them with quality digital media and consulting to ensure their ongoing success in the competitive Western Australian legal market.
- Full rebrand from Morgan Alteruthemeyer Legal Group to MA Legal Group; a name clients can actually say
- New visual identity across all brand touchpoints and collateral
- Industry-leading website accurately representing 25 years of legal expertise
- Professional video production supporting the firm's brand story
- SEO, AEO, GEO and Google Ads in place and driving targeted traffic
- Strong positioning in the emerging Lifecare Law and AUKUS defence industry sectors
Get in touch to talk about how we can help your law firm build a brand and digital presence it can be proud of. Coffee is on us.