Although it’s almost a year old, the website for boutique firm Lax O’Sullivan Scott Lisus (LOSL) hasn’t lost its charm.
The complex commercial litigation firm’s quirky website reflects a group of lawyers who take work seriously, but not themselves. Its highlights are a hilarious Christmas card collection that includes Trailer Park Boys and Elvis-themed seasons greetings, and a scrollable image of all 20 of the firm’s lawyers sitting on one digitally-elongated couch.
Precedent spoke with Matthew Gottlieb, the firm’s managing partner, about the site’s philosophy, design and creation.
How long did it take to conceive and develop the website?
Difficult to say but I would estimate six months. The design went through a variety of big and small changes. Then it took some time to make it work — visually and technically — in the way we wanted it.
What are the main concepts of the site’s design?
We wanted a site that was great to look at, not law-firm standard, a bit different, yet totally functional. We wanted it to reflect our firm. It was important that all of our professionals be seen on the front page — a very wide front page.
The website has some very funny images that represent your law firm, such the Trailer Park Boys holiday card. What is the inspiration behind these photos? Which one has the funniest back story?
The cards have been a hallmark of the firm since the beginning. Cliff Lax, with some help here and there, was the main engineer and the creative power behind the cards. He has passed the mantle to us and, so far, we have received great feedback on the most recent cards (last holiday’s 8 Shades of Grey).
Everyone has his or her favourite. If you have had the misfortune of actually hearing the music CD that came with the 2006 holiday card (with Cliff, Terry and Charles singing), I guarantee you listened to it only once.
Whose idea was it to show all your lawyers on one giant couch?
Cliff had the idea that he wanted everyone to be together on the home page. He then worked with our web designers at Filament Creative to come up with that couch concept. It was obviously very difficult to find a couch that large.
What is your favourite feature of the website?
I love that the placement of people on the couch is random and different every time a visitor comes back to the site. It’s great when people, who have gone to the site, ask why “she” is there and “he” is there. I get to say, “go back to the site and have a look.”
Does your firm have a great online look? Tell us about it and we may feature your website next month!