About the company

Casey M. Law is a Landlord-Tenant law and Eviction law firm based out of Los Angeles, CA. Casey M. Law specializes in the unlawful detainer process and represents both landlords and tenants.

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Service

Website Design

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Surveying The Land

IML started the design process by performing a thorough competitor analysis. We reviewed each competitor website for patterns (i.e. similar imagery, color palette, website components/elements, etc.). Websites don’t live in a vacuum, therefore the insights gained from a competitor analysis are crucial for determining how to best position the Casey M. Law’s website in relation to competitors’ websites.

• We found that competitors’ websites contained a lot of building & cityscape imagery, which was atypical since most websites feature people as the focal point of their images.
• The competitor analysis also suggested that the principals of these firms were generally older in age.

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The Blueprint

We wanted to create a cohesive website that resonated with the deeper themes of the Landlord-Tenant law practice, but at the same time stood out from competitors’ websites as being in a class of its own.

• Competitors identified buildings & cityscapes as the “ideal focus” for many of the images on their websites. This aligned with our design intuition on the importance of building & cityscape imagery, and we decided to go in this direction for our images as well.
• We wanted to take this idea a step further by drawing inspiration from architecture websites to see how they presented buildings from an artistic perspective, and blend this perspective back into the broader foundations of Casey M. Law’s website.
• After reviewing the corporate websites of architecture firms and works of renowned architects, we decided that we didn’t want to include just any building/cityscape imagery, we wanted give user a “luxurious experience” (i.e. the feeling of being inside a luxury building as they were scrolling through the website). We wanted to pursue the “luxury building” angle since luxury has strong associations with quality. This concept ties in neatly with Casey M. Law’s core value of a quality client experience built on quality communication.

We also wanted the website to lean more towards a “modern luxury building” as opposed to a “rustic luxury building”. 

• We liked the association of “modern luxury” with concepts such as “newer & better”/ “technologically-enabled” / “the latest version” / “more advanced” etc., to align with Casey M. Law’s modern perspectives and approach to the traditional practice of Landlord-Tenant law.

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Laying The Foundation

We opted for a black & white color scheme with gray as the primary accent.

• This color palette gave the website a clean, sophisticated, and elegant feel, reinforcing the experience of being inside of a modern luxury office or apartment building.
• White & gray back-to-back sections give the website a certain “fluorescent lighting feel”, creating the aura of being inside an office building or an apartment building lobby.

A generous amount of white space was incorporated into the website layout to simulate the feeling of spaciousness, subtly implying luxury & sophistication since more space is generally more expensive.

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