Why We Rebuilt Our Website (And What It Means for You)

When Your Website Creates Work Instead of Solving Problems

When you visited our website six months ago, you might have struggled to find the right service, connect with the right person or even understand the full scope of what Wallace does. That wasn’t an accident – it was a symptom. While Wallace was doubling in size, expanding capabilities and evolving into a national multi-disciplinary firm, our digital presence was frozen in time. What should have been your front door to understanding our work had become a barrier.

One client shared that our menu labels weren’t intuitive – locating our leadership page or finding a specific service took longer than it should have. That realization led us to start fresh. We didn’t just refresh our website – we rebuilt it from the ground up to better reflect who we are today and make it easier for you to find what you need.

We knew we needed help from an agency, but not just any agency. We needed a partner who understood that our challenges weren’t cosmetic – they were strategic. St. Louis-based TOKY stood out because they didn’t start by talking about design or visual assets. They started by asking about the disconnect between who we’d become and how we were showing up. Before a single wireframe, they recommended we take a step back and conduct a comprehensive brand audit.

The Brand Audit: Understanding the Gap

The brand audit revealed what we’d suspected but hadn’t articulated: Wallace had evolved faster than our brand identity could keep pace. TOKY’s research phase involved competitive analysis and brand messaging workshops with employees across all offices, service lines and departments to understand the Wallace experience from multiple perspectives.

The challenge wasn’t that we’d ignored the problem – it’s that the problem emerged faster than we could address it. Three years of growth had fundamentally changed who Wallace was, and our digital presence simply couldn’t keep up.

The audit captured our evolution – from our meticulous attention to detail inherited from Tom Wallace’s original vision, to our fun One Wallace culture that we infuse into everything we do, to unifying 300+ team members across offices under our ‘One Wallace’ culture. One finding was unmistakable: our website wasn’t just outdated – it was actively working against the insight you needed.

How We Approached Solutions

We started with clarity. The new homepage leads with what Wallace does and why: Make lives better. Dedicated to the art of possibility. These aren’t just taglines – they’re the lens through which we approach everything we do.

Navigation got reimagined. Markets and Services moved into primary navigation with intuitive menu options that let you explore without getting lost. Now you can find what you’re looking for in seconds, not clicks.

Service pages became genuinely useful. When you’re evaluating whether we’re the right fit for your project, you can now see relevant work we’ve done, connect directly with the person who leads that practice and explore related insights – all without leaving the page.

Project pages tell fuller stories. We added sub-services, crosslinks, team perspectives and search filters that help you see our geographic reach and find work that resonates with your needs.

Leadership pages feel more personal. Clear names, authentic photography with thoughtful hover states, genuine perspectives. Because when you’re choosing a partner for a major project, you want to connect with people, not just credentials.

Careers and location pages got organized. Now you can find opportunities that match your experience level and connect with the right office – complete with real people, local imagery and clear contact information.

Performance improvements throughout. We scaled back interruptions, optimized images and made thought leadership easier to discover. The goal was always less friction, more flow – so you can focus on understanding our work, not fighting the interface.