Concept projectLas Vegas, Nevada
Hale & Mercer
When everything changes in a moment, you need someone who knows what happens next.
Experience Hale & MercerHale & Mercer — the experience
Film, typography, attorneys, evidence and interaction are built to work together as one production — not a homepage with a video dropped into it.
The opening filmAttorney introductionsEvidence & documentsCase approachStructured intakeResponsive build
Naked City Media returns
What we made, and how.
Independent concept created by Naked City Media. Hale & Mercer is a fictional Las Vegas personal injury law firm created for design demonstration purposes. Every name, biography, credential and case detail is invented.
Creative DirectionBrand ExperienceCinematic VideoEditorial TypographyNarrative UXStructured IntakeWeb Development
The challenge
Personal injury websites often feel interchangeable and template-driven — the same stock gavel, the same superlatives, a new phone number.
The brief was to make a serious injury firm feel immediate, human and cinematic: a first impression that reflects the gravity of the day a person's life changed.
- Chaos
- Aftermath
- Clarity
The idea
When everything changes in a moment, you need someone who knows what happens next.
Turn the opening experience into a short film: normal life, then the accident, then the moment everything changes — and Hale & Mercer arriving as the answer to “what happens next.”
Every later decision — typography, pacing, the attorney introductions, the intake — answers to that one narrative move: chaos resolving into clarity.
The experience
The opening is built as a sequence, not a hero banner: an ordinary Las Vegas drive, an accident, the immediate aftermath, and the firm introduced as the people who know what to do next.
Cinematic footage, editorial type and narrative timing are cut together so the page has a beginning, a middle and a resolution — the same shape as the story a client is living.
The opening moves through
an ordinary drivethe Strip at nightthe collisionthe aftermaththe first callthe firmfirst light
We weren't designing a law firm website. We were building the moment someone realises they are not on their own.
What works together
- A cinematic opening that moves from an ordinary drive to the moment everything changes.
- Editorial typography that carries the weight of the subject without melodrama.
- Attorney introductions written as characters in the story, not headshots on a wall.
- An evidence and document visual language that signals rigour and preparation.
- A structured intake that turns a person's first, unedited account into something a firm can act on.
The result
A concept designed to show how a serious personal injury firm could feel immediate, human, cinematic and unmistakably different online.
The system
Seven disciplines, one job: make the first thirty seconds on the site feel like the firm already understands the day being described.
Creative direction set the register. The film set the stakes. Editorial design and narrative UX carried the arc. A structured intake turned attention into a usable account of what happened.
We create how a business looks and feels to the world.
Hale & Mercer
When everything changes in a moment, you need someone who knows what happens next.
Independent concept created by Naked City Media. Hale & Mercer is a fictional Las Vegas personal injury law firm created for design demonstration purposes. Every name, biography, credential and case detail is invented.