Dinsmore
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Research
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Brand strategy
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Graphic design
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UI/UX design
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Web Design
Elevated Brand and Digital Experience for a National Law Firm
Dinsmore, a full-service law firm with a national presence, partnered with ArtVersion to lead the creative direction and redesign of its brand and digital ecosystem.
Dinsmore sought a modernized visual identity and website that better reflected its sophistication, credibility, and forward-thinking approach to legal services. ArtVersion led a comprehensive brand refresh and website overhaul, introducing a refined visual language, updated design system, and more intuitive user experience. The new website design strengthened Dinsmore’s storytelling, improved navigation, and elevated its digital presence, ensuring the brand consistently communicates trust, expertise, and innovation across all touchpoints.
Design Language and Visual Components
Color Palette
To modernize and strengthen the brand’s visual system, ArtVersion refined and unified Dinsmore’s color palette, establishing clear Pantone standards and evolving the legacy colors into a more distinctive, contemporary range. Anchored by the firm’s signature blue, the refreshed system introduces additional complementary blues and a rich deep tone to add depth and differentiation. These are balanced with cool and warm neutrals, along with brighter accent hues that bring energy and versatility to the system. Together, the palette creates a cohesive, flexible visual language that performs consistently across print and digital while maintaining strong accessibility standards.
Dinsmore Blue
Light Blue
Dark Blue
Purple
Cool Gray
Warm Gray
Aqua
Orange
Yellow
Sofia Pro
Light
Sofia Pro
Extra Light Italic
Sofia Pro
Regular
Sofia Pro
Italic
Sofia Pro
Semi Bold
Sofia Pro
Bold
Typography
Sofia Pro was retained as Dinsmore’s primary typeface, honoring the firm’s existing brand foundation while ensuring consistency across the refreshed visual system. The clean, modern sans-serif brings a professional and approachable tone with its refined letterforms and balanced proportions. Its clarity, versatility, and strong readability make it effective across digital and print applications, seamlessly supporting the new website design while maintaining continuity with the broader brand identity.
Custom Graphic Design Elements
The visual system incorporates distinctive diamond-like shapes derived from the logo, creating a cohesive thread between brand and experience. These forms are used flexibly throughout the site, at times sitting over a bright, dynamic gradient to add depth and movement, and in other instances appearing as soft, pastel backgrounds that feel more subtle and atmospheric. This layered use of the diamond motif adds visual interest while maintaining clarity, helping guide the eye and reinforcing Dinsmore’s identity in a consistent, modern way across the digital environment.
Logo Design
ArtVersion developed multiple logo concepts exploring distinctive forms and typographic approaches for Dinsmore. Through a collaborative process, the team ultimately selected a refined diamond-inspired mark that connected visually to the broader brand system. While Dinsmore chose to retain its preferred wordmark typeface, the final lockup and overall composition were shaped by ArtVersion’s design direction, ensuring the logo felt more cohesive, contemporary, and aligned with the refreshed brand and digital ecosystem.
Custom New Brand Teaser Animation
As part of the engagement, ArtVersion created a teaser animation to visually tell the story of Dinsmore’s evolution. The animation illustrates how the firm’s previous logo symbol transforms into the new diamond-like shapes, highlighting the continuity between past and present while signaling a forward shift in the brand. Through smooth motion and thoughtful transitions, the sequence also showcases the refreshed color palette as it emerges and activates the new visual system. This dynamic piece served as both a reveal moment and a bridge for internal and external audiences, helping bring the brand transformation to life in an engaging and memorable way.
UI/UX Design and Development
Building on the refreshed visual system, ArtVersion designed and developed a new user experience that elevated Dinsmore’s digital presence and clarified how audiences engage with the firm.
ArtVersion’s content and UX teams worked closely to structure information in a clear, intuitive way, making it easier for users to navigate practice areas, professionals, and thought leadership. The redesigned site features purposeful user journeys supported by clean layouts, strong typographic hierarchy, and impactful imagery that reinforces Dinsmore’s credibility and national reach.
The new interface prioritizes clarity, accessibility, and usability, with a visual hierarchy that guides users seamlessly through key content. Optimized visual assets, strategic page layouts, and conversion-focused design patterns work together to create a polished, trustworthy, and engaging digital experience that reflects Dinsmore’s expertise and forward-looking approach.
Responsive Design
Digital Style Guide
Guiding consistency across the Dinsmore digital ecosystem.
ArtVersion developed a comprehensive Digital Style Guide to support Dinsmore’s internal team in maintaining visual and editorial consistency across all website and marketing initiatives. The guide provides clear standards for design, layout, typography, imagery, and content presentation, ensuring that updates to News, Events, Publications, attorney bios, and other site content remain aligned with the refreshed brand. This living resource empowers Dinsmore’s team to confidently manage and scale their digital presence while preserving the integrity, professionalism, and cohesiveness of the brand over time.
