Partnership · O’Brien Family Law

Trusted at first glance.

People call a family lawyer at the hardest moments of their lives. I gave O’Brien Family Law a brand that feels calm and credible, and a website built to be found, on Google and in AI answers.

See the scopeVisit the site ↗
The O’ monogram embossed in gold on navy leather
The O’ monogram · a mark of trust
Client
O’Brien Family Law
Family law firm
Year
2025
Through Lone Wolf Labs
My role
Brand, web and search
Strategist, designer, developer
Location
Illinois
Cook, DuPage, Kane, Kendall, Lake and Will counties
What I built

Five pieces. One impression.

Before anyone calls, they’ve judged the firm by its name, its card and its search results. Every touchpoint had to say the same thing: calm, capable and on your side.

01
Brand identity ↓

The O’ monogram, logo and print.

02
Color system ↓

Navy, gold and the rules for using them.

03
Web ↓

The website, designed and built.

04
Search + AI search ↓

Found on Google, cited in AI answers.

05
Imagery ↓

Visuals that feel human, not stock.

01 — Brand identity

A mark built on one apostrophe.

The O’ monogram carries the name with nothing extra: a classic letterform in gold on deep navy. It reads as established without feeling cold.

O’Brien Family Law letterhead and envelope with the navy O’ monogram
Letterhead and envelope
O’Brien Family Law business card: a gold foil O’ monogram on deep navy stock
Business card · gold foil
O’Brien Family Law business cards, front with gold O’ monogram and back with contact details and a QR code
Business card, front and back
02 — Color system

Every color has a job.

#1B2B4A
Navy for confidence

Calm authority. It carries the pages and the business card.

#C9A653
Gold for care

Warmth, used sparingly: the monogram, key words, the consultation button.

#0F1829
Midnight for stability

The steady ground under everything: navigation and the deepest backgrounds.

03 — Web

A first visit that lowers the stress.

Designed and built by me. Clear practice area pages, plain-language answers and an easy path to a consultation, for people who are already overwhelmed.

O’Brien Family Law homepage: Your family deserves a fair outcome, and a lawyer who fights for it, next to a portrait of the attorney, on deep navy with gold accents
Homepage · jpofamilylaw.com ↗
Scope

23 pages across three practice groups: Divorce & Separation, Children & Parenting, and Resolution & Beyond.

Built on

WordPress.

Built for

Launching a new firm with a presence as polished as the counsel it gives, then turning visitors into consultation requests.

05 — Imagery

Visuals that feel human, not stock.

Family law sites tend toward gavels and handshakes. The imagery here shows calm, real-feeling moments instead, made to match the brand.

A smiling young girl covered in bright paint, looking up at the camera
Focus on what’s at stakePuts a human face on a serious matter.
Watercolor illustration of a golfer mid-swing
Custom watercolor illustrationWarmth for a subject that can feel sterile.
Professional portrait of a woman in a navy blazer against a light gray backdrop
Team portraitStudio-quality headshots, no in-person shoot required.

* All imagery art-directed by me and created with generative AI

What changed

A small firm that looks established.

0→25
Consultation requests

In the first five months of a brand-new firm, starting from zero.

30%+
More site traffic

Compared with the attorney’s previous firm site.

30 days
Brief to launch

From first brief to a live 23-page site.

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