Designing a Visual Brand Identity and Custom Website for a New Jersey Law Firm

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Client: McElroy Deutsch


Full-service law firm McElroy, Deutsch, Mulvaney & Carpenter, LLP engaged Knox Design Strategy to design a new visual brand identity and custom website for the firm.

Our work for the firm, which has over 400 attorneys and staff in 13 offices and 9 states, includes the design of a new logo to reflect the abbreviated firm name, McElroy Deutsch. The namemark incorporates a serif typeface that is modern and contemporary, while the new palette – brighter and more energetic – was inspired by the firm’s previous green.

After solidifying the new information architecture, we embarked on the design and development of a fully custom, responsive website. The website and easy-to-update content management system allow for single content entry, and the association of various pages can be established with one click on the back-end by a site administrator. This provides a seamless user experience, connecting site visitors with relevant information, and ideally increases the time visitors spend on the site.

Our work for the firm also included designing a full stationery suite, new social media assets and a custom html newsletter template to reflect the firm’s new identity.
A PDF generator allows users to easily download PDFs of various pages, including attorney bios, and industry and practice pages.