I kicked off the visual design phase with a comprehensive competitor analysis. During this audit, I observed most law firms’ aesthetics felt cold and uninviting. This felt wildly off base for HSD. Not only are their clients most likely seeking comfort and assurance, HSD’s approach is notably local and personal; partner Bill Doutt commented during the kickoff that they “often bump into their clients are the grocery store,” and they often sponsor community events. We wanted to make sure the website communicated this vibe visually. Poynter Gothic, a beautiful humanist serif, conveys a comfortable and personal feel, while the warm, “Colorado” focused color palette communicates empathy, compassion, and authenticity.