Many law firm websites look the same, strewn with stock photos of gavels, law books, and courthouses. Avoiding such visual clichés and focusing instead on photos of the attorneys at MacNeill, O’Neill & Riveles produced a unique and fresh look. The homepage’s animated slideshow of these photos introduces all the attorneys at in side-scrolling succession. The friendly red ampersand from the logo slides in to echo the firm name and to symbolize the attorneys’ collaborative approach.
This ampersand reappears as a special touch on each attorney’s profile page. Under their biography, rectangular buttons with the signature ampersand reveal more details about bar admissions, education, and professional accolades. In this usage, the ampersand serves two purposes – to signal additional information (“and”), and also to further brand the site by tying the logo into the more standard features of the page. Whenever possible, I like to find a clever way to use branding to tie a project together.