BACKGROUND: The law firm Luxenberg, Johnson, & Dickens, PC, recently launched their newly designed web site www.luxlaw.com which reflects the firm’s extensive Family Law expertise alongside their somewhat non-traditional corporate culture. Long a familiar presence in the DC legal community, the firm is committed to protecting the best interests of individuals and families in an intimate, welcoming environment, in stark contrast to so many of D.C.’s sprawling law firms.
THE CHALLENGE: Determined to avoid the cold corporate image projected by so many law firm web sites, Luxenberg, Johnson & Dickens was determined to make theirs communicate warmth and inclusiveness. They retained the marketing and branding firm The Page Group to design and build the site in light of its expertise in working with professional services firms. The central goal of the web site, therefore, was to provide and accessible and easy-to-understand web experience taken into consideration the often emotional nature of their clients’ situations. Important too was getting across the firm’s success in negotiating settlements outside of court—in an atmosphere of civility and compassion.
THE SOLUTION: The offices of Luxenberg, Johnson & Dickens, are overflowing with their collection of unique crafts from all over the world—many gifts from grateful clients. In addition , there are toys for clients’ children to play with. Together, the Page Group and the firm’s attorneys decided that integrating images of select pieces from the crafts collection, along with Daisy, the firm’s adorable shaggy pup, was key to communicating the informality and accessibility of Luxenberg, Johnson, & Dickens’ culture and philosophy. In addition, Page’s web designers incorporated both press quotes and client testimonials throughout.
“The very nature of family law” says Deborah Luxenberg, a principal of the firm, “requires putting the client at ease. Letting them know that they matter. We felt it was important to convey this in our site. And The Page Group has done a great job of doing just that.”
The Page Group is a branding and e-solutions firm located in Silver Spring, Maryland. It specializes in publication design and in promotional initiatives employing both conventional and online tools to en-hance their clients' visibility in strategic market segments.
