HALL & ROARK.
Concept identity and site for a fictional solo trial attorney in Kansas City. Complex commercial litigation. Fixed-fee where possible.
Imagined client: a solo trial attorney with 15 years in commercial litigation, recently broken off from a mid-size firm. Selling against the boilerplate "skyscraper photo + scales of justice" sites every other firm ships. The brief is to make the website feel like reading a closing argument — confident, direct, no padding — and to convert the kind of client who read two paragraphs and realizes they're talking to a real human, not a brand.
Stripped everything decorative. Stark typography hierarchy doing the work no image was going to do. A process timeline rendered as a semantic ordered list with date stamps. A lead-capture form that asks two questions instead of twelve. No hero image — the headline is the hero. Oxford-blue and oxblood on bone. The whole site reads like the inside of a serious-press hardcover, not a brochure.
Professional skeleton at maximum restraint. Proves Nucifera's house aesthetic *can* dial down — that brutalist doesn't always mean black backgrounds and screaming type. Sometimes it means knowing what to leave out. Loads in 600ms; readable on a courthouse hallway 4G connection; Lighthouse 100.
Aesthetic system.
fig. ii · palette + type- Display
- Tiempos 400
- Body
- Söhne 400
- Accent
- Tiempos 400 italic
- Princeton Architectural Press book interiors
- 1990s trial-magazine covers
- Cooper Black, used sparingly
- Old courtroom transcripts
- Legal-pad yellow as a forbidden color
Gallery.
fig. iii · 06 framesTechnical notes.
fig. iv- 01 No hero image. The headline is the hero. Saves ~600KB on first paint.
- 02 Process timeline is a semantic <ol> with numbered list-style and CSS counters — no DIVs pretending to be steps.
- 03 Lead form posts to a SvelteKit action with two fields: "What's the situation?" and "How can we reach you?" — that's it.
- 04 No third-party scripts. No analytics. No chat widget. The entire page is HTML, CSS, and one form.
- 05 Print stylesheet ships by default — attorneys actually print things.