Strategic Design Proposal

Daniel, Medley & Kirby, P.C.

Website Modernization

Digital Experience Redesign

Prepared January 2026

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01

Executive Overview

A strategic elevation of DMK's digital presence — preserving every credential, every relationship, every word of substance — while transforming how the world perceives the firm on first impression.

Daniel, Medley & Kirby, P.C. has served Southside Virginia for over a century. The firm's reputation — built across generations, reinforced by an AV Martindale-Hubbell rating, Best Lawyers recognition, and trusted relationships with institutions from Averett University to the Virginia Attorney General's Office — is beyond question.

The firm's current website, however, does not reflect the caliber of counsel that walks through its doors. It presents the correct information but within a dated framework that undersells the firm's authority. In an era where prospective clients, referral sources, and recruiting candidates form their first impression digitally, the gap between DMK's actual standing and its online presence represents a measurable strategic disadvantage.

This is not a rebrand. It is a strategic modernization — elevating the digital presence to match the firm's century-long reputation for excellence.

The proposed redesign preserves 100% of the firm's existing content, practice area descriptions, attorney credentials, and legal information. What changes is how that content is presented: the visual hierarchy, typography, spacing, navigation flow, and overall experience.

Scope of Modernization


02

Current Imagery Audit

An assessment of the firm's existing photography — what we're working with, what can be enhanced, and what the modernized site needs.

Office Photography

The firm has two strong office images that convey character and permanence. The Danville exterior at 110 North Union Street is particularly effective — the columned entrance, brick facade, and firm name signage project established authority. The interior shows exposed brick walls, wooden beams, and traditional furnishings that reinforce the firm's commitment to historic preservation.

DMK Law Firm Danville Office Exterior
Danville Office — Exterior
110 North Union Street. Strong architectural presence. This image will serve as the hero background for the homepage, establishing gravitas immediately. The firm name is visible above the columned entrance.
DMK Law Firm Office Interior
Danville Office — Interior
Exposed brick, wooden beams, leather seating. Rich character that reflects the firm's historic downtown location. Ideal for the "Our Firm" section and the about-strip on the homepage.

Attorney Headshots — Current State

Seven of eight attorneys have photos on the current site. The images vary significantly in quality, background, lighting, framing, and era. T. Brent Gammon's headshot is the most modern (studio gray background, professional lighting). Others range from office settings to outdoor locations to law-library backdrops — many with dated digital borders.

For the modernized site, we will integrate these existing photos with CSS-based normalization — consistent cropping, subtle grayscale treatment, uniform aspect ratios, and gentle contrast adjustments — to create visual cohesion despite the original differences.

James A. L. Daniel
James A. L. Daniel
Office setting, warm tone
Martha White Medley
Martha White Medley
Outdoor, blue jacket
William L. Kirby III
William L. Kirby III
Law library backdrop
Michael A. Nicholas
Michael A. Nicholas
Law library backdrop
T. Brent Gammon
T. Brent Gammon
Modern studio — best quality
Pete Kostopanagiotis
Pete Kostopanagiotis
Casual, green tie, older photo
Katerina Holland
Katerina Holland
Library setting, warm tone
KW
Khalilah Walters
No photo available

Photography Recommendation

For maximum impact, we recommend a professional photography session with all attorneys. Below are the specifications that will create the strongest visual cohesion on the redesigned site.

Background

Neutral medium gray (similar to Gammon's existing headshot). No busy patterns, no law libraries, no outdoor settings.

Lighting

Professional studio lighting — soft key light, subtle fill. Even illumination. No harsh shadows or color casts.

Framing

Head and shoulders, vertical crop at 3:4 ratio. Subjects centered, looking slightly off-camera or directly at lens.

Attire

Professional dark suit or blazer. Navy, charcoal, or black preferred. Consistent with firm's visual identity.

Post-Processing

Subtle desaturation, slight contrast boost, neutral color grade. Consistent edit across all portraits for uniformity.

AI Enhancement Option

If a reshoot is not feasible, existing photos can be AI-enhanced (background replacement, lighting normalization, resolution upscale).

AI-Enhanced Headshots — Before & After

All attorney headshots have been AI-enhanced with consistent studio backgrounds, professional lighting, and uniform framing. The key advantage: visual consistency — all headshots now share the same aesthetic, which creates a more professional, cohesive team presentation.

These are concept versions to demonstrate the visual direction. They can be replaced with professional studio photography, or we can refine the enhancements to better match each attorney's likeness.

James A. L. Daniel — Before
Before
James A. L. Daniel — After
After
James A. L. Daniel
Martha White Medley — Before
Before
Martha White Medley — After
After
Martha White Medley
William L. Kirby III — Before
Before
William L. Kirby III — After
After
William L. Kirby III
Michael A. Nicholas — Before
Before
Michael A. Nicholas — After
After
Michael A. Nicholas
T. Brent Gammon — Before
Before
T. Brent Gammon — After
After
T. Brent Gammon
Pete Kostopanagiotis — Before
Before
Pete Kostopanagiotis — After
After
Pete Kostopanagiotis
Katerina Holland — Before
Before
Katerina Holland — After
After
Katerina Holland
KW
No original
Khalilah Walters — Enhanced
Enhanced
Khalilah Walters

Office Imagery — Concept Visuals

The images below are concept visuals demonstrating the aesthetic direction and editorial quality we envision. For the final website, these would be replaced with professional on-site photography — capturing the firm's actual building, interiors, and spaces with the same attention to lighting, composition, and atmosphere shown here.

Realism is key. Authentic photography of your historic Danville office will create a far more compelling impression than concept imagery.

DMK Office Exterior — Concept
Exterior — Concept Visual
Golden hour rendering showing desired aesthetic. Would be replaced with professional photography of the actual Danville office.
DMK Office Interior — Concept
Interior — Concept Visual
Interior aesthetic direction showing warm lighting and editorial quality. Would be replaced with photos of actual office spaces.
Conference Room — Concept
Conference — Concept Visual
Desired conference room aesthetic: professional, warm, classic. Would be replaced with photo of actual conference room.
Hero Banner — Concept
Hero — Concept Visual
Cinematic hero composition showing lighting and framing direction. Would be replaced with dramatic shot of actual building exterior.

03

Design Vision

A design philosophy rooted in restraint, confidence, and timeless craftsmanship — inspired by the world's most refined digital experiences.

The most authoritative brands in the world share a common quality: they never shout. Their confidence comes from restraint — from the deliberate choice to let substance speak. The redesigned DMK website will embody this principle.

Every design decision is governed by a single question: Does this earn trust? If it clutters, it is removed. If it distracts, it is simplified. If it dates, it is replaced with something timeless.

Intentional Space

Generous whitespace between sections creates breathing room that signals confidence. Content is never crowded.

Editorial Typography

A serif/sans-serif pairing creates a tone that is both authoritative and modern — like a well-edited journal.

Neutral Palette

Navy, charcoal, white, and soft gray form the foundation. A muted gold accent adds warmth without excess.

Subtle Motion

Elements fade gently into view. Nothing bounces or demands attention. Motion reinforces hierarchy.

Modular Structure

Clean grid-based sections allow content to be updated independently. Each block serves a clear purpose.

Real Photography

Authentic office and attorney imagery — never stock photos. CSS treatments create cohesion across existing assets.

What We Eliminate

What We Introduce


04

Site Architecture

A clear, logical page structure that guides visitors from awareness to confidence to contact.

Homepage

dmklawfirm.com

The front door. Uses the office exterior as hero background. Establishes authority, communicates breadth, and creates clear pathways to deeper content.

Our Firm

dmklawfirm.com/our-firm

Full history since 1920, mission statement, notable clients (Averett, VDOT, AG Office), community involvement, and service area. Interior photography featured prominently.

Attorneys

dmklawfirm.com/attorneys

Photo-driven directory leading to rich individual profiles. CSS-normalized headshots create visual consistency.

Practice Areas

dmklawfirm.com/practice-areas

18 practice areas displayed as scannable cards. Each area links to a detail page with description and linked attorneys.

News & Events

dmklawfirm.com/news

Firm updates, attorney recognitions, and community events. Keeps the site current.

Contact

dmklawfirm.com/contact

Conversion point. Both offices with maps, contact form with practice area selector, tap-to-call on mobile.


05

Homepage Concept

A fully rendered preview using the firm's actual photography, proposed typography, and defined color system. Real headshots. Real office imagery. This is the design.

dmklawfirm.com
Danville & Martinsville, Virginia

Your Trusted Legal Advisors

For over a century, Daniel, Medley & Kirby has provided clear communication, practical solutions, and strong advocacy to businesses, individuals, and governmental entities across Southside Virginia.

DMK Law Firm Office
100+
Years of Service
AV
Martindale-Hubbell
8
Attorneys
2
Office Locations
DMK Law Firm Interior
Established 1920

A Century of Trusted Counsel

Rooted in Downtown Danville's historic district, our firm has grown from its 1920 founding to become one of Southside Virginia's most respected full-service law practices. We serve as local Right-of-Way Counsel for the Virginia Department of Transportation and General Counsel to Averett University for over 25 years.

Learn Our Story →
How We Work

Our Approach

We believe in clear communication and practical solutions at every stage.

1

Consultation

We listen carefully to understand your situation and goals, then explain your options in plain language.

2

Strategy

We develop a tailored plan that aligns with your objectives, timeline, and budget.

3

Resolution

We advocate vigorously on your behalf while keeping you informed every step of the way.

Areas of Practice

Comprehensive Legal Services

Our attorneys specialize across disciplines and work as a team when clients' needs involve multiple legal issues.

Business Services

Business Transactions & Organization

Commercial Litigation

Construction Law

Employment & Benefits

Health Care Law

Insurance Defense

Local Government

Real Estate & Land Use

Collections

Individual Services

Estate Planning & Probate

Domestic Relations

Criminal Defense

Personal Injury

Workers' Compensation

Civil Litigation

Eminent Domain

Federal Court Practice

Product Liability

Our Team

Experienced Attorneys

Graduates of Virginia's finest law schools, recognized by their peers, and committed to their community.

James A. L. Daniel

James A. L. Daniel

Senior Partner
Civil Litigation · Business Law
Martha White Medley

Martha White Medley

Partner
Eminent Domain · Local Gov't
William L. Kirby III

William L. Kirby III

Partner
Corporate · Estate Planning
Michael A. Nicholas

Michael A. Nicholas

Attorney
Criminal Defense · Family Law
T. Brent Gammon

T. Brent Gammon

Partner
Workers' Comp · Insurance
Khalilah Walters

Khalilah Walters

Attorney
Legal Counsel
Pete Kostopanagiotis

Pete Kostopanagiotis

Partner
Civil Litigation · Estates
Katerina Holland

Katerina Holland

Associate
Family Law · Criminal Defense
Latest News

Firm Updates & Insights

Stay informed about our attorneys' achievements and firm developments.

July 2024

DMK Named VDOT Right-of-Way Counsel for Southside Region

Continuing our decades-long relationship with the Virginia Department of Transportation.

June 2024

Firm Celebrates 104 Years of Service to Southside Virginia

A century of trusted counsel to businesses, individuals, and governmental entities.

May 2024

Martha Medley Speaks at Virginia Bar Association Conference

Partner addresses eminent domain developments affecting local governments.

Recognition

A Record of Excellence

AV

AV Rated

The highest ranking achievable in the Martindale-Hubbell Law Directory — maintained for over four decades.

Best Lawyers in America

Multiple attorneys recognized in The Best Lawyers in America and Virginia Super Lawyers.

U.S. Supreme Court

Firm attorneys admitted to practice before the United States Supreme Court.

25

Averett University

Serving as General Counsel for over 25 years — enduring institutional trust.

Let's Discuss Your Needs

Whether you are a business seeking ongoing counsel, an individual facing a legal matter, or a governmental entity requiring representation — we are here to help.

Schedule a Consultation

Danville Office

110 North Union Street
PO Box 720
Danville, VA 24541

(434) 792-3911
Fax: (434) 793-5724

Martinsville Office

106 East Main Street, 2nd Floor
Martinsville, VA 24112

(276) 666-1585
Fax: (276) 666-4046


06

Typography & Color System

The foundational elements that create the visual tone — every heading, every paragraph, every accent governed by a strict system.

Typography System

The type system pairs Playfair Display — a refined transitional serif with old-world gravitas — with DM Sans, a clean geometric sans-serif. This creates an editorial tone that is authoritative but modern: the legal equivalent of a well-bound brief.

H1 — DisplayPlayfair Display · 52px · Weight 400
Trusted Counsel
H2 — SectionPlayfair Display · 38px · Weight 400
A Record of Excellence
H3 — SubsectionPlayfair Display · 26px · Weight 500
Civil Litigation Practice
BodyDM Sans · 17px · Weight 400 · 1.8 leading
The firm has long enjoyed an AV rating in the Martindale-Hubbell Law Directory, the highest ranking that any law firm can achieve.
SmallDM Sans · 14px · Weight 400
Serving Danville, Martinsville, and ten counties across Southside Virginia.
LabelDM Sans · 11px · Weight 500 · 3px tracking
PRACTICE AREAS

Color System

Deliberately restrained — a foundation of deep navy, warm charcoal, and clean white, with a muted gold accent used sparingly.

Deep Navy
#1a2332
Primary · Hero · Headlines
Warm Charcoal
#2d3436
Secondary · Body text
Muted Gold
#b08d57
Accent · Labels · Borders
Clean White
#ffffff
Background · Primary surfaces
Soft Gray
#f8f9fa
Alternate sections · Cards
Text Secondary
#636e72
Descriptions · Meta info

07

UX & Interaction Strategy

Every interaction is purposeful. Motion reinforces hierarchy and confirms action — never decorates or distracts.

Navigation
Sticky, transparent-to-solid header. On page load, the navigation sits over the hero with a transparent background. On scroll, it transitions to solid white with a subtle bottom border. The DMK logo with firm name is always visible. On mobile, a full-screen overlay with centered links.
Photo Treatment
CSS-normalized attorney headshots. All portraits display with consistent 3:4 aspect ratio, object-fit: cover, subtle grayscale (20%), and gentle contrast boost. On hover, photos transition to full color with a slight scale-up. This creates visual cohesion from seven different photo sources.
Hero Imagery
Office exterior as hero background. The Danville office photo is displayed full-width with a dark overlay (35% brightness, 40% grayscale), creating a dramatic backdrop for the headline. A gradient overlay ensures text legibility while preserving the architectural detail. The firm name visible on the building adds subliminal authority.
Scroll Behavior
Smooth scroll with fade-in reveals. Content sections fade in with a gentle 20px upward translate, staggered by 100ms. The animation uses cubic-bezier(0.16, 1, 0.3, 1) for natural deceleration. Intersection Observer triggers at 15% visibility.
Mobile Design
Mobile-first, not mobile-adapted. Touch targets minimum 44x44px. Practice areas collapse to 2 columns. Attorney grid stacks to 2x4. Tap-to-call phone links. Full-screen navigation overlay. Scroll animations reduced to minimize jank.
Accessibility
WCAG 2.1 AA compliant. All text meets minimum contrast ratios. Skip-navigation link as first focusable element. ARIA labels on all landmarks. Color system tested against color vision deficiencies. prefers-reduced-motion respected.

Motion Examples

Hover to preview proposed interactions.

Card Lift

Practice areas, attorneys

translateY(-3px)

Border Reveal

Nav active, list items

border-left: 3px gold

Fill Transition

Primary buttons, CTAs

background 0.5s ease

Fade Shift

Scroll reveal entrance

opacity + translateY

08

SEO & Performance

A beautiful website that nobody can find is a failed investment. The technical foundation ensures discoverability, speed, and conversion.

Semantic HTML5

Proper structure for maximum search engine comprehension.

  • header, nav, main, section, article, footer
  • One H1 per page, proper heading hierarchy
  • Landmark ARIA roles
  • Schema.org structured data

Schema.org Markup

Rich structured data for the firm.

  • LegalService schema for the firm
  • Attorney schema for each lawyer
  • LocalBusiness for both offices
  • BreadcrumbList for navigation

Performance

Fast loads improve rankings and UX.

  • LCP <2.5s, FID <100ms, CLS <0.1
  • Lazy-loaded images with aspect ratios
  • Minimal JS — CSS-first interactions
  • Preloaded critical fonts

Image Optimization

Real photography delivered efficiently.

  • WebP format with JPEG fallback
  • Responsive srcset for multiple sizes
  • Attorney headshots: 400px max width
  • Office photos: lazy-loaded hero

Internal Linking

Strategic cross-linking distributes authority.

  • Attorney profiles link to practice areas
  • Practice areas link to attorneys
  • Every page has contact pathway
  • Breadcrumb navigation on subpages

Local SEO

Critical for Danville/Martinsville visibility.

  • Geo-targeted title tags and meta descriptions
  • Consistent NAP across all pages
  • Google Business Profile alignment
  • Service area content naturally integrated

09

Before vs. After

A direct comparison of where dmklawfirm.com stands today and where the modernization will take it.

Current Website

Visual Identity
Traditional law firm template. Standard fonts, muted colors without hierarchy. Indistinguishable from thousands of similar sites.
Photography
Seven different headshot styles — varying backgrounds, lighting, eras, and quality. Blue digital borders on some. No office interior shots on homepage. Inconsistent visual identity.
Layout
Dense content with limited whitespace. Sidebars competing with main content. Information-heavy without clear visual flow.
Mobile
Responsive but not optimized. Desktop layout adapted for smaller screens. Navigation not touch-friendly.
Attorney Profiles
Text-heavy bios. Credentials buried in paragraphs. No visual differentiation. Inconsistent photo presentation.
Trust Signals
AV rating and accolades mentioned in text but not visually highlighted. Credentials present but don't command attention.
First Impression
Competent, traditional, familiar. Conveys "established firm" but not "premier counsel."

Proposed Redesign

Visual Identity
Refined editorial aesthetic with navy/gold palette. Immediately positions the firm as premium, confident, and modern.
Photography
Real firm imagery throughout — office exterior as hero background, interior in about section. All headshots CSS-normalized with consistent crop, subtle grayscale, and uniform aspect ratios. Cohesive despite source variation.
Layout
Generous whitespace, modular grid sections, clear hierarchy. Each section serves one purpose. The eye flows naturally from headline to CTA.
Mobile
Designed mobile-first. 44px touch targets, full-screen nav, tap-to-call, collapsed grids that scan naturally on small screens.
Attorney Profiles
Visual card grid with real photos, name, role, and specialty. Individual pages with structured bio sections. Hover reveals full-color photo.
Trust Signals
Dedicated credibility section with visual badges: AV Rating, Best Lawyers, Supreme Court, Averett. Impossible to miss.
First Impression
Authoritative, calm, premium. Within 5 seconds: office building, "100+ years," "Trusted Counsel," real attorney faces. This is the firm you want.
The firm's reputation took a century to build.
Its digital presence should reflect that legacy.

This proposal preserves every word of substance that Daniel, Medley & Kirby has earned — every credential, every relationship, every year of service. What changes is how the world sees it. The modernized website will be the firm's most effective introduction: calm, confident, and worthy of the trust that Southside Virginia has placed in DMK for over a hundred years.

10

Investment & Timeline

A clear, fixed-fee engagement to modernize DMK's digital presence — no hourly surprises, no scope ambiguity.

Total Investment
$6,500
Fixed fee · No hidden costs

What's Included

  • Complete website redesign — all pages rebuilt from the ground up with the design system outlined in this proposal
  • Homepage, Our Firm, Attorneys, Practice Areas, Contact, News — full page-by-page implementation
  • AI-enhanced photography — modernized headshots for all 8 attorneys, enhanced office & building imagery (can be refined or replaced with studio photography)
  • Mobile-first responsive development — optimized for every screen size
  • SEO foundation — semantic HTML, Schema.org markup, proper heading hierarchy, Core Web Vitals optimization
  • Accessibility compliance — WCAG 2.1 AA standards
  • Content migration — all existing copy, credentials, and practice area descriptions preserved
  • Two rounds of revisions after initial delivery

Payment Structure

Upon Approval
$3,250
50% deposit
Upon Delivery
$3,250
Remaining balance
A century of trust deserves a digital presence that reflects it.

To proceed, please reply to this proposal or contact us directly. We look forward to partnering with Daniel, Medley & Kirby on this elevation.