Specific target audience

Tim's aim for his site was to a be different than other law firms where they have a expensive feel, serifs in thier logos, "scales of justice" and expensive lawyer teams. Tim works mostly indepent, he did not want potential clients to get intimidated by the expensive look of the site. Likewise he also did not want to look like a cheap lawyer either. I decided that the color palette and would be soft blues and greens, and the usage of san-serif typography which look clean professional but not overly classy. which was perfect for his aim to be middle market.