S&W Family Law
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Brand Strategy
Identity Design
Copywriting
Web Design
Naming -
Challenge: Modernizing Tradition While Honoring Legacy
Sidweber and Weintraub, a respected family law firm in South Florida, has been delivering ethical and compassionate legal services for decades. Renowned for their integrity and credibility, the firm sought to update its brand identity to reflect its modern approach to family law while preserving the trust and reputation it had built over years of dedicated service. They needed a cohesive brand system that could communicate their professionalism, empathy, and focus on client success while being flexible enough to support future growth.
Solution: Redefining Trust and Authority
Working alongside Sean Ashlow and Alexis Occhipinti, Michael spearheaded the effort to redefine Sidweber and Weintraub’s brand identity. The team combined their expertise in tone, voice, and visual identity to create a system that authentically captured the firm’s values: integrity, professionalism, and client empowerment. This collaboration emphasized the importance of aligning every element of the brand to communicate trust and authority while maintaining a compassionate, approachable demeanor.
Visual Style: Modern Elegance
The visual identity centered on a clean, professional aesthetic that conveyed authority and empathy. Typography was updated to a modern serif font, creating a timeless yet approachable look. The color palette featured deep blues and soft neutrals, evoking trust, stability, and calmness.
Brand System: Unified Yet Dynamic
The refreshed brand system included a versatile wordmark and a logo symbol inspired by the balance scales of justice, subtly integrated into a modern geometric design. This icon served as both a stand-alone graphic and a reinforcing element across digital and print materials.
Collaboration and Communication Assets
Michael collaborated with the firm to design and develop comprehensive brand collateral, including:
Stationery: Letterheads, business cards, and envelopes with the updated logo and typography.
Client Resources: Informational brochures, intake forms, and legal service guides.
Digital Presence: A fully redesigned website, integrating user-friendly navigation, SEO-optimized content, and mobile responsiveness.
Social Media Templates: Cohesive visuals for engaging with the community and clients on platforms like LinkedIn and Instagram.
Workshops and Discovery
To ensure the brand reflected the team’s authentic voice, Michael conducted discovery workshops, interviewing key stakeholders to uncover their unique values and aspirations. These sessions informed the brand’s tone of voice, emphasizing professionalism, compassion, and confidence in all client communications.
Photography: Personal and Professional
High-quality, authentic photography humanizes the brand, featuring both the legal team and the families they serve. These visuals highlight the firm’s dedication to guiding clients through difficult transitions with care and understanding.
Empowering Families Through Clarity and Confidence
The refreshed brand identity positions Sidweber and Weintraub as leaders in family law, bridging their respected legacy with a modern, client-focused approach. The scalable system ensures the firm can continue to grow while maintaining their commitment to ethical and compassionate legal representation.
Client
Sidweber & Weintraub
Sector
Family Law
Discipline
Brand Identity
Digital Design
Photography
Office
Winter Park, FL
Project Team
Sean Ashlow
Alexis Occhipinti
Anchovies Team
Max Riehn
Ashley Pribisco
Michael Diaz
