DLS Design: Web Design Case Studies

Pino & Associates brochure

Client: Pino & Associates

Background: The law firm Pino & Associates found DLS Design's web site in the summer of 2006 and asked us to design a new brochure for their firm, which handles many aspects of insurance defense law. When designing a brochure, we always look to see if there is a web site in place, and how well-designed it is. In Pino's case, a web site had a grass-green color scheme we felt was jarring, and a logo whose elements could be re-worked and improved.

Process: We began with the aforementioned green but shifted to a more corporate-looking teal green. In setting up the brochure, we worked with a wider grid of solid-looking color masses, introducing beige, black and gold to set off the teal.

Next, we rehabilitated the logo. Keeping the graceful Goudy font, we shifted from an entirely uppercase treatment of the firm's name to "small caps" which we felt made a better-proportioned treatment. A set of ruled lines and triangles in the old logo was trimmed back to a more manageable number, and narrowed to keep focus in the center of the name; the phrase "attorneys at law" was moved outside the logo. We also made a mini-logo, an icon-like treatment of the lines and triangles to use as colophon (see below).

The rest of the brochure consisted of new photos of the firm's office and lawyers, a cleaner map, and a set of icons for practice areas.

Designers: David Schiffer, Sabrina Sukhram, Yuliya Dagayeva

old Pino logo (top) and new logo (bottom)
Pino colophon
Exhibit A:
(top, at left) old logo with capitals and lines, and

Exhibit B:
(bottom, at left) re-worked logo with "small caps" and fewer lines

Outcome: The brochure was warmly received. Several months later, we were given the chance to flesh out our entire vision when we were awarded the design of the web site itself (view site). Having simplified the look for Pino & Associates' brochure, it was a simple matter to move files to the web side and re-work these to fit.

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DLS Design
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