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Lerman Senter

Law Firm Branding and Website

Lerman Senter, a boutique DC-based law firm specializing in communications law, engaged us to refresh their brand so that they could present their distinctive attributes and deep bench of experts, and keep pace with an industry that is constantly changing and innovating. Our client survey revealed that, in addition to being highly specialized and extremely knowledgeable in communications law, they are innovative and cost-effective. Another thing that makes them stand out is that Lerman Senter cultivates a very collegial and collaborative environment, both internally and with their clients.


We designed a new logo, wrote key messages, created a new tagline that captures what they do in just five words, and developed a refreshing suite of new communications materials, including a new website, stationery, and email templates. The radiating communication lines within the letterforms of the logo became a graphic element that we used throughout their branded materials.


The redesign of the website was more than just a renovation to align it with the new branding — we also focused on improving the writing and structure of the site. We worked closely with our writing partner, Jean Waterman, who edited and crafted the text for each page, and also conducted interviews with the attorneys.


To demonstrate the firm’s easygoing and collaborative nature, we recommended that informal environmental portraits be taken of the attorneys, and that we pair them with quotes highlighting the firm’s key messages. Beth worked with photographer Matt Mendelsohn to capture gorgeous portraits, which can be seen in the graphic headers on the homepage and main section pages of the new site. These accentuate not only Lerman Senter’s exceptional expertise, but its values and its people.


Lerman Senter already had a relationship with the developers at The Modern Firm, which specializes in websites for law firms. So we were able to take advantage of their experience with websites in this industry and firsthand knowledge of our client’s site in particular. For example, we learned from their Google analytics that the most visited pages on this site are the attorney profiles, so we adapted our design to include links to all of the individual attorney pages on the home page.


“Beth and her team did a fabulous job writing and redesigning Lerman Senter’s website. They listened carefully to what we were looking for and worked to produce a site that not only looks great but does an excellent job conveying the values and personality of our law firm.”

—Sally Buckman, Managing Member

Other Related Work:

Congregation Beth Shalom Branding, Social Media, and Website

Israel Institute Branding, Materials, and Website

Logo Portfolio

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