Roger Victor Archibald, PLLC needed a website that matched his strong reputation in criminal defense and civil rights law.
The old site felt outdated, slow, hard to read, and disconnected due to generic imagery and weak branding.
Esquire Digital redesigned the site with a modern, mobile-friendly layout, clear navigation, and stronger calls-to-action.
The refresh centered on Roger’s authentic story, Brooklyn identity, and a bold new monogram logo that communicates trust and professionalism.
The result is a digital presence that builds credibility, welcomes clients, and positions Roger as a leading attorney in Brooklyn.
Case Study: Redesigning the website of Roger Victor Archibald, PLLC.
When Brooklyn attorney Roger Victor Archibald, PLLC came to us, he already had a strong reputation in criminal defense, civil rights, and police brutality cases, but his website didn’t reflect that. Rather than highlighting his professionalism and years of experience, the site felt outdated and impersonal. The text was small and hard to read, pages loaded slowly, and technical issues limited its visibility in search results. On top of that, generic stock photography made the site feel disconnected, giving potential clients little sense of who Roger was or what he stood for.
Roger didn’t just need a new look. He needed a digital presence that built trust, felt authentic, and made it easy for people to reach out and connect.
What We Set Out to Do:
Our goal was to create a website that felt as strong, approachable, and authentic as Roger himself. That meant:
Updating the design to feel modern and professional.
Organizing content so visitors could quickly find what they needed.· Adding clear calls-to-action that guide people to reach out to Roger.
Making the site mobile-friendly for today’s modern users.
Refreshing the branding so it truly represented the firm’s identity.
Better Website. Better Leads.
More design awards than any other legal marketing agency.
A Design That Puts People First:
We built the new site around Roger’s story, highlighting him as an established civil rights and police brutality attorney while keeping the Brooklyn character of the firm present but subtle. Instead of relying on the overused New York skyline, we chose imagery that hinted at place and culture in a more creative, understated way. The design feels modern and easy to navigate, giving potential clients a clear sense of who they’ll be working with and what the firm stands for.
A Brand That Speaks With Clarity:
Roger’s old logo was just an acronym, which really didn’t say much about him or his practice. To fix this, we designed a bold, minimalist monogram paired with his full firm name. The combination not only makes the brand instantly recognizable but also communicates trust, confidence, and professionalism in a simple, memorable way.
The End Result:
The new website is more than a redesign; it’s a reflection of Roger’s mission and reputation. With a streamlined layout, responsive design, and branding that feels authentic, the site now works as hard as he does: welcoming clients, building trust, and positioning him as a trusted criminal defense, civil rights, and personal injury attorney in Brooklyn and beyond.
Each article is personally reviewed and approved by Heather, ensuring it is grounded in real-world experience and aligned with best practices in web design, user experience, and AI search.
Heather Pinheiro is the VP Creative Director for Esquire Digital. She is an award-winning designer and the leading expert on web design and user experience. She is a judge for multiple academies including the The Academy of Interactive & Visual Arts and The International Academy of Digital Arts and Sciences. Heather has been interviewed by esteemed institutions like Rutgers University and WP Engine, showcasing her expertise and excellence in website design.
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