The Challenge

Create a digital experience that lives up to an unmatched reputation.

To build a new website for the world's most well-known law school included repairing a complex information architecture to bring order to 10,000 pages of content. Replace an out-of-date content management system and fix an antiquated, inefficient publishing system in order the showcase the thinking and work of some of the top legal minds in the world. It also needed to catch up to modern accessibility standards. 

The Insight

The work they share is too important to be overlooked.

It's no exaggeration to say that Yale Law School alumni are shaping in the world in which we live. Among them are more high-level judges than any school in the U.S., legendary legal minds, numerous Supreme Court Justices and even Presidents. They have no shortage of applicants and no difficulty attracting new students—but they did need to do a better job sharing the great work of the Law School with the world.

The redesigned Yale Law School website shown in multiple devices

The Research

As we dug in we found another challenge: building consensus.

So how do you reorganize content and redesign a website with more than 10,000 pages in a way that gets a large group of very smart, very opinionated clients to agree on one solution? Seriously, there's not much we can teach Yale. But we did see they needed help getting everyone who works on those 10,000+ pages, to stay on the same page. 

Split screen image of the Yale Law School campus at night and a visualization of how brand, community, influence and outcomes reflect admissions, advancement and academic reputation

The Discovery

Then we had to figure out how to bring Yale Law School to life online.

We started with in-depth content mapping exercises—a combination of group workshops and one-on-one breakout sessions. From there, we build consensus, figuring out how the site and its content could work better for various audiences including the faculty, admissions, prospective students and other stakeholders. 

Once we figured out the ideal workflow for the internal team at Yale Law School, the Primacy team got to work.


Two images of Yale Law School website site map and wireframes
image of two wireframes developed for the Yale Law School website redesign

Smarter Experience

There's no punchline; we rose to the challenge.

Our user experience, content strategy and tech leads collaborated—architecting the Drupal content management platform to meet the needs of our client. We build a new website that leveraged new features, modules and tools that allowed for a large number of publishers, complex permissions, content tagging and custom search capabilities. 

Then our web designers stepped in to combine a simple to explore content matrix with a brilliantly clean visual interpretation of Yale Law School's storied brand; using a combination of high-profile quotes and architectural photographs to translate the prestigious history of Yale into their online presence.

tablet view of multiple screens from the redesigned Yale Law School website

The Outcome

We launched a website conveying the history and prestige of Yale Law School.

Everyone knows Yale Law School is a big deal, and there had to be a better way to share their knowledge and impressive work with the world. We developed a clean, intuitive design and informational architecture that was up to contemporary standards and easy to navigate. 

Our powerful content strategy and modern platform for story publishing allowed the school the ability to more effectively share their ideas. We launched a website that conveyed Yale Law School's history and prestige, creating an overall improved user experience. 

We keep hearing how beautiful the site is, and people are telling us they can actually find things!

- Director of Communications at Yale

Dropping some data

Year One Numbers


Increase in content consumption on the site


Pages of content that we brought order to from its complex information architecture


Increase in content consumption for events and on-campus happenings


Increase in content consumption for graduate career development