McElroy Deutsch Mulvaney & Carpenter LLP

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

New Jersey Law Firm Website NJ Law Firm Website
Industry
  • Legal
  • Corporate
Services
  • Brand Strategy
  • Brand Identity + Design
  • Corporate Communications
  • Marketing Collateral
  • Website Design + Development
  • Search Engine Optimization (SEO)
  • UX/UI
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Accolades

Silver, 2021 MUSE Creative Awards, Law & Legal Services Website

Gold, 2021 Davey Awards, General-Law & Legal Services for Websites

Graphic Design USA (GDUSA), 2021 American Graphic Design Awards™

Gold, 2021 Horizon Interactive, Legal Websites

 

Challenge

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.

 

Solution

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.

The old McElroy Deutsch logo, featuring serif type “McElroy Deutsch Mulvaney & Carpenter LLP”
The new “McElroy Deutsch” logo.

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.

Screenshots of the McElroy Deutsch homepage on a mock laptop, tablet, and mobile screen.
The Real Estate Industries page on a desktop and mobile screen, featuring a sharp triangular hero image of houses in an urban setting.

Brand Materials

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.

PDF Generator

A PDF generator allows users to easily download PDFs of various pages, including attorney bios, and industry and practice pages.

The McElroy Deutsch stationary suite, featuring the envelope, business card, and the letterhead.
The McElroy Deutsch LinkedIn profile screenshot.
The McElroy Deutsch Latest News and Insights page on tablet and mobile sizes.
Exportable printouts of the McElroy Deutsch partner page
Exportable printouts of the McElroy Deutsch Construction page.
Screenshots of the McElroy Deutsch website before the redesign on the left, and after the redesign on the right, featuring a bolder, more modern website design.

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