Our idea was to design a site that made Craig and his practice feel more approachable. Being injured in a car accident is extremely stressful, and dealing with the insanity of the aftermath (in particular, the insurance companies) is often nightmarish.
All of the site’s photography was retaken—we decided against any retouching. We worked to capture images that communicated a big brother, ready-to-help ambience. The site’s been since redesigned, and I feel that since the redesign it’s lost some of the elegance we created for it. But what can you do?