Chess Law Firm offers counsel to companies raising equity and tax reduction services upon sale of real estate. Based in Richmond, Virginia, the firm wanted a brand refresh that showcased their prior successes and current reputation within the industry of real estate investments.
When designing the landing page, it was decided that a serifed typeface would be used exclusively for the name of the firm in the header and page titles. The intention was to imply historicity and tradition of excellence. In contrast, non-serifed letters would be utilized through body text and footer to offer a friendlier and approachable atmosphere.
The central color pallet of navy, tangerine and white serves to convey established legitimacy of a southern lawyer. However, with recent testimonials, brighter jewel tones were used to call attention to recent achievements of the firm.
Design ideation:
