Flickr/theTrial

And from whose mouth dropped this pearly bit of wisdom? Mine own.

More than once, in fact –  in every meeting we’ve had recently with a new or potential client, since social media is a component of nearly every proposal we’ve written lately, and a part of every job we’ve landed unless it is 100% straight print.

Oh (I whine in a non-annoying way), I don’t have time to update our blog — I’m ghost-writing four other blogs every week, plus all the writing I have to do like website content, print ads, a ton of collateral, ghosting clients’ Facebook fan pages, Twitter feeds, e-newsletters, blah blah blah socialmediacakes.

But I THINK about our blog constantly. Given the choice, I’d be blogging every day because I have an opinion on everything. In theory, this blog is supposed to have some parameters that keep me within the rather elastic bounds of advertising, marketing, and media; selling stuff; how badly brands/people are selling stuff; how cleverly stuff is sold with out anyone realizing they were, in fact, sold something, or they don’t care because it was so well done; egregious marketing ploys; any time the Wall Street Journal writes about something that I find amusingly outside its purview; I think you get the picture. And did you notice I dropped the “royal we” at some point? Because this is my responsibility, like the creative direction and graphic design are Steve’s. The blog just really ties the room together, man.

So, my random attached-to-no-holiday resolution (although I could pin this onto Labor Day…) is to get back to blogging once a week for Alchemy. Because in addition to always having something to say about someone or something, we have a lot of new work and new clients to talk about, and they deserve the attention.

Hot Mom Jeans -- not an oxymoron anymore.

Nothing mom-like about these, either...

They’ve done it again; The Wall Street Journal has written about something seemingly so far afield from the Bernanke press conference and stock prices that I am grinning wickedly. Of course, it actually does have a monetary and advertising/marketing tie-in — women over the age of 35 spend a LOT of money on clothes, and can better afford to spend $200+ on a pair of jeans. But this headline was just too non-WSJ for me to pass up: “A Makeover for ‘Mom Jeans.’“

Then there’s the pie. According to MediaPost.com via Supermarket News, the pie is beating the cream filling out of cupcakes, and is the next big food crush. So, this is my “mom and apple pie” blog post, albeit turned on its head a bit.

Yummy goodness...

First, an admission — I’m a mom, I’m smack in the target age range for mom jeans, and I love cupcakes. But I’m as likely to buy mom jeans or stop eating cupcakes as I am to start driving a minivan, i.e. never gonna happen. Truly. Never.

But I appreciate designers and clothiers realizing that jeans for skinny little twenty-somethings are just one segment of the market. Levi’s is doing a great print campaign with its jeans, showing cuts for different body types — which include a curvy cut with a higher rise that would fall into the “mom jeans” category, even if they don’t market it as such.

“Women aged 35 to 54 bought $2.29 billion worth of jeans for the 12 months ending in January, up 1 percent from the year-ago period, according to NPD Group data,” the Wall Street Journal notes. “In comparison, women aged 18 to 34 bought $3.03 billion worth of jeans in the same period, down 1 percent from a year ago. The biggest growth in denim in the past year was in the 55 and older demographic, where women spent $1.24 billion, up 17 percent from the year-ago period.” (italics are mine)

And to top it off, many of these new jeans are about a quarter of the price I’ve been paying for my jeans. Huh.

Here’s my favorite quote from the article: “’Women want to continue to hold on to their youth,’ said Marshal Cohen, chief industry analyst at The NPD Group. ‘Older women have invested in Botox and hair coloring. Key fashion items are also part of preserving a more youthful look. Jeans can literally help shape your body.’” Nice going, Marshal — now I know how to order my “feminine” priorities: Save up for Botox, start dying my gray hair, and find a pair of jeans that smoosh me into a shape pleasing to men.

And therefore, we now have Not Your Daughter’s Jeans, Little in the Middle, Kut From the Kloth, Democracy Declaration of Jean Dependence, and new cuts from denim mainstays Lucky Brand, J Crew, and Loft (Ann Taylor). So forget that hilarious/mocking Saturday Night Live commercial parody touting a new line of “Mom Jeans,” as tragically dowdy women romped in high-waisted denim monstrosities, and a voice-over invited: “This Mother’s Day, give her something that says, ‘I’m not a woman any more.…I’m a mom.’”

So, moms are going to be looking both cooler and hotter. As it should be.

Of course, if you’re as hot for cupcakes as I am, you’ll be quite interested in knowing about the “…trademarked ‘Lift Tuck’ technology that lifts and supports a woman’s bottom, while a crisscross panel in the front helps tuck and compress the stomach,” that characterizes Not Your Daughter’s Jeans. No matter what Supermarket News says, I will NOT be trading cupcakes for pie, even if it means I have to rely on Lift Tuck technology to look hot white I eat said cupcakes.

Bootsy Collins circa 1976

The stats in Supermarket News are heartening for the purveyors of desserts, but they also reveal another, unexplored angle: “In many supermarket bakery departments, desserts held steady during the recession, with new sizes and new takes on classics such as pies and brownies bolstering sales.” Also, that “70% of U.S. consumers eat dessert at least once a week, and that baked goods on limited services menus rose 20% from 2008 to 2010.” That adds up to a lot of empty calories, and tons of commercials airing for weight loss systems — could there be a causal relationship, perhaps? However, I am in no way judging. Cupcakes are like a little ray of frosted sparkling sunshine and should be enjoyed however you see fit. And pie’s no slouch in the happiness department.

Oh, and if you didn’t see today’s online Wall Street Journal, you missed a great article about bassist Bootsy Collins. Yes, that Bootsy Collins: Parliament, Funkadelic, P-Funk, George Clinton, James Brown. As in “Bootsy Collins Rules ‘The Funk Capital of the World.’” Go that in one.

The logo and tagline...

Sometimes Steve has the opportunity to create something really beautiful, and after so many years creating logos for luxury real estate developments, I think it’s kind of a treat for him to do something so diametrically opposite.  In this case, he created a logo for someone we respect and admire, who started her own very niche business.

Amen Pawar-LaRosa is an extraordinary special event planner, and she is now on her own specializing in traditional Indian wedding ceremonies with a contemporary twist — the tagline we developed together is, “Honoring Traditions with Modern Style.” As she describes it on her website, “Our passion is to plan flawless events that reflect the traditions of the families coming together and the present-day trends that echo the style and taste of the bride and groom.”

What she needed was a logo that utilized the traditional color palette familiar to Indian wedding ceremonies, spoke to the aesthetics of wedding planning, and our expectations of what visual elements are associated with marriage ceremonies. One of the most common and iconic symbols of the joining of two people are flowers. In addition, we needed a very stylized way to present her business name, as well as create a mark that would be both memorable and beautiful.

The logo mark...

The stylized rose that is the center focal point of the logo is rendered in shades of honeysuckle, pink, and fuchsia that are eye-catching and achingly, delicately gorgeous. The feedback from women AND men has been that the colors are “just so beautiful.”

Blooming from the center of the flower is Amen’s logo mark, a “marriage” of the first two letters of “Pawar Inc.”  It was important to give her a mark that could stand on its own for various applications when the full logo, business name, and tagline were not necessary.

I think what Steve created perfectly reflects not only what Pawar Inc. is, but reflects Amen’s personality as well. It is simply lovey to watch her bloom, and we wish her the greatest of success.

Actor Jessica Szohr, "Gossip Girl" and armpit model...

Here we go again — I caught a headline in the Wall Street Journal that practically gave me whiplash. If you read this blog with any regularity, you’ll know I LOVE to find articles in the WSJ that are waaaayyyy off-topic in relation to the reams of copy written about global stock markets and the paper’s conservative-leaning editorial.

The headline in question? I reproduce it here in the same point-size type as the online article…

Unilever Tackles the Ugly Underarm

Turns out that the market for antiperspirant and deodorant is, in essence, 100% saturated. Oh, these bon mots are just going to keep coming.

What’s a savvy marketer to do? Come up with a new reason for female consumers to switch brands: Re-mediating our unattractive underarms.

Now, lots of R&D, marketing brain power, and multiple focus groups no doubt went into the creation of this campaign to get women to drop their current underarm product and try, “Dove Ultimate Go Sleeveless, which hits U.S. stores this week, (which) claims its formula of specialized moisturizers will give women better-looking underarms in five days. It was inspired by Unilever PLC research that found 93% of women consider their armpits unattractive.”

I, of course, missed out on this poll, and at 93%, I don’t think I would have skewed the results in the opposite direction much, but WHAT THE *&#$?

Who are these women looking in the mirror thinking, “My armpits are SO ugly”? If this isn’t a perfect example of the beauty/skincare industry making a market out of thin air, I don’t know what is.  Because, really, I still have so much time left to devote to my pits after worrying about my crow’s feet, perioral wrinkles, laugh lines, frown lines, gray hair, frizzies, sun damage, rough elbows and knees, calluses, getting a close shave, the occasional pimple, staggeringly bad hair days, my neck looking older than my face, my hands looking older than my neck, and all the products I need apply to my body and face in the morning and before bed to defy gravity. And this is by no means a complete list.

Dove's "Pretty Pits" product will likely fly off the shelves...

What will I do should I actually start using this product and my armpits are suddenly “hot”? Go sleeveless, lean back in my chair a lot, and fold my hands behind my head so these gorgeous stretches of axillary skin can be admired?

The quotes in this story are just comedy gold, people. “We spoke with over 500 women, and almost every one of them thinks that their underarms are unattractive,” says Mike Dwyer, U.S. marketing director for Unilever’s deodorant business, including its Dove, Degree and Axe brands (oh, now here’s a topic for me to hop on a rant about — if you have a teenage boy, you’ve been smacked by Axe). One in three, meanwhile, said they feel more confident when their pits are in good condition, leading Mr. Dwyer to say, “How do we give them that confidence?”

Um, how about we don’t further erode women’s’ self-confidence by telling them they need to add armpit perfection to the list of stuff they have to do to be attractive to a potential mate specifically, and the rest of the judgmental world generally?

I will not go all TMI and tell you what I do and don’t do about my suddenly spotlighted armpits. Instead, we’ll move back into the realm of marketing and say whoever came up with this one is the proverbial goose who is laying golden advertising eggs. To whit..

“With nearly all American adults already using deodorant, driving additional sales gains requires giving shoppers new reasons to spend. ‘If we don’t continue to invent products that improve consumers’ lives, we’ll have trouble growing our business,’ says Kevin Hochman, a marketing director for Procter & Gamble Co.’s female beauty brands, including Secret deodorant.”

They’ve recruited  a celebrity willing to hawk this stuff; absolutely NO surprise with a  generation of celebs for whom truly nothing is embarrassing or private.  “A print ad for Dove’s new deodorant points out that ‘nearly 100% of women’ find their underarms unattractive. In one ad, Gossip Girl actress Jessica Szohr posed in a sleeveless shirt with one arm raised. ‘With Dove, Jessica’s ready to bare those beautiful underarms!’ the caption reads.”

I expect these new products from Dove and Secret to fly off the shelves, especially here in South Florida where our hideous underarms are on display 51 weeks a year (amortized to figure random “cold” days adding up to one week of sweater weather). I guess Steve and I need to brainstorm on the next area of the female body we can demonize and then develop a product to “fix” it.

“Alchemy’s Sell Your Sole” cream aimed specifically at the awful wrinkles, scars, visible veins, and calluses that arise from walking on the planet for a few decades? Oh, they’ve already got a product for that. We’ll have to delve deeper — the nape of the neck doesn’t get much attention, does it?

The LadyLash.com home page, with slideshow of their work.

Sometimes a project comes along and the client says, “I trust you; be creative as possible; capture our persona.”

These are the projects that allow us to expand the boundaries, show a client in the best light possible, capture the essence of who/what they are, and then take it to the a whole new level.

Mikaela and Georgio Fernandez, of LadyLash Studios, are that client. They trusted us implicitly to interpret who and what they are.

They had no website, and were doing all their online promotion through Facebook and Twitter — in fact, they’re a fascinating case of how best to utilize the tools of social marketing.

But without a website, all those TV appearances, the marketing, the video shoots, and the PR left those interested in buying Georgio’s pro makeup line, Mikaela’s Luster Lash ™ eyelash growth product, hiring them for editorial makeup assignments, or making an appointment for lash extensions, brows, or makeup, looking up phone numbers, sending email, Tweeting, or posting to their Facebook wall.

"The Style" section of the Ladylash.com website.

Today, what they have is a fully functioning e-commerce website that contains all the biographical info, the locations and services offered at their two studios, a news feed comprised of Facebook and Twitter posts,  a video library that includes segments from The Today Show, The CBS Early Show, FOX-TV, local TV, and behind-the-scenes videos of photo shoots with Marissa Hopson, Pantene’s first reality hair star; LadyLash’s first Super Woman, Elisabetta Fantone; their anniversary bash; a shoot for Luster Lash; fashion events at The Ritz-Carlton Palm Beach; and many others.

The e-commerce aspect of the site was of the utmost importance — when you go on The Today Show and talk about your makeup or your lash-growth product, and then no one can find it online, instead having to call your local Delray Beach studio, you’re not maximizing all of your PR and Marketing efforts, and losing potential clients with every appearance and article.

"The Line" section of the LadyLash website.

Today, LadyLash Studios has a website that is so organically “THEM” that you’d think they designed it themselves, and for us, that is the highest compliment.

Steve created the overall design of the site and every page layout, fashioning high-style slide shows from their work and promoting the services of Mikaela and Georgio, the studio locations, and the professional-quality makeup products “LadyLash by Georgio Fernandez.”

Yes,  I did all the writing, and the site was programmed by Matt Kakuk and LocalManagement.us.

This was a hugely collaborative effort, in that our number-one priority was to be sure that even if you haven’t been to LadyLash Studios, you feel like you’ve been there,  that you’ve met this magnetic husband-and-wife team, that their makeup line is going to be top-shelf, and that they are truly dedicated to changing the face of beauty, one woman at a time.

A product page from "The Line" section of the LadyLash.com website.

Palm Beach International Equestrian Center

We went to the Business Development Board of Palm Beach County‘s “Equestrian Luncheon” today, which took place overlooking the riders competing in the Winter Equestrian Festival.

Catered by The White Horse Tavern (a Wellington mainstay and provider of surprisingly good catered food) at the Wellington Club at Palm Beach International Equestrian Center, we listened to Wellington Mayor Darrell Bowen, the ever-poised Kelly Smallridge (the BDB’s President and CEO), and keynote speakers Mark Bellissimo and Hunter Harrisson.

The speeches were excellent, and reminded me that just three years ago I stood with my (former) boss in a ring that appeared to be in ruins, walking up into a grandstand that was literally crumbling, and listening to Mr. Bellissimo’s plans for world-class surroundings for this world-class festival of equestrian sport. The gorgeous weather, the amazing feat of  progress by Wellington Equestrian Partners, and the excitement of sitting in a room with three glass sides surrounded by jumpers who gracefully arced through the air behind the podium was a welcome change from some of our meetings, which tend to take place in hotel conference centers. Steve and I were tempted to ditch work for the rest of the day and just walk out the glass doors to join the spectators. That doesn’t happen very often.

Duty calls entirely too often when you own your own business, and we needed to come back to the office and answer emails, get artwork to printers, and continue editing a website that’s launching next week (it’s going to be so major). But we wanted to acknowledge how impressive the setting, how energizing the speeches, and just how proud we are to be a business operating in Palm Beach County and members of a group dedicated to bringing companies and jobs to our area, and helping existing businesses expand and create more jobs.  That’s what it’s all about in this economy.

Humor works for the Burger Bros.

Talk about a fun account. The Burger Bros — Peter and Nick Julius to their family and friends –  hired Alchemy to take its Fifties-esque logo and create a fully developed Brand Identity for its fresh-food franchise.

“We started by getting a feel for the Fifties style of the Burger Bros.’ logo, and everything else seemed to organically grow from there,” says Steve Owens, Alchemy’s Partner/Creative Director. “They’re serious about the old-fashioned freshness and quality of their food, but we felt that a sense of humor was an important part of the whole aesthetic appeal.”

Images of freshness, courtesy of photographer Barry Kinsella

One of Alchemy’s tasks was to educate consumers on Burger Bros.’ has to offer: Fresh-made burgers, nothing frozen except the ice cream in their hand-dipped milkshakes, hand-cut french fries, and their own private-label soft drinks. “We need graphical representations in keeping with the brand identity, but also conveyed a heaping helping of fun.”

Alchemy stared with photo shoot to capture images of the food for all of the necessary signage and collateral, including menus, posters, the drive-thru menu board, in-store digital menus,  the tops of the tables, and table menus that double as advert handbills. Once again, Alchemy called in photographer Barry Kinsella to work his digital magic, as well as food stylists Firepoint Productions.

The in-store graphics: wall posters, tabletops, and other representations of the Burger Bros. sense of playfulness

The brothers Julius opened their first Burger Bros. in downtown West Palm Beach last year, and have since opened a franchise in Stuart, with another soon in Deerfield Beach. Their plan for world domination? Franchising smart, which means staying involved with location choices, ensuring their carefully crafted look and feel are duplicated, and choosing the right people to be franchisees. The bros are picky.

Alchemy designed all the graphics, right down to the label on the iced tea pots.

Up next is a website, traditional and social media campaigns, and other branding efforts. Duncan MacDonald, the Bros first franchisee with the location in Stuart, is making the most of the collateral to attract business to a location that opened just days before Christmas. MacDonald intends to open more franchises, as do Peter and Nick themselves. What started as a single drive-thru-only location in West Palm Beach is sure to be a major player in quick-serve restaurant (QSR) industry in South Florida before the end of 2011.

A Jonathan Adler Design in...Honeysuckle

<sarcasm>That bastion of all things fashionable, The Wall Street Journal, </sarcasm> reports that 2011 has a hot color all its own: Pantone 18-2120 TCX, or in non-artist-speak, “honeysuckle.” Yep. The Wall Street Journal. Honeysuckle. News.

I so love it when I get the basis of a post from the iconic newspaper read by dudes in suits on the train, and published by Dow Jones & Co. Earlier this year, the venerable business godhead presented me with another great story: how hard it is for bands to come up with great names. My first thought is inevitably, “Do hardcore Journal readers just skip over stuff like this?”

The original Pantone Matching System fan guide. As reflected in the colors on cover, the 60s were all about bright, bold psychedelia, Peter Max and the Beatles.

But, back to pink. Yes, because  Pantone 18-2120 TCX is pink. Hot-house flower pink. Mad Men pink. This passage reads as if penned for one of the glossy fashion tomes, not the paper where people check the Forex and read about grain futures: “A sherbety shade of pink, with a hint of red and orange zest, honeysuckle is seen by designers as a pick-me-up at a time when many people have had their fill of misfortune.”

Gosh, the layers in that one sentence. How poetic. How ironic. The paper that reports day in and day out on our financial markets and the crushing recession describes the color as having happy qualities that help when people are down. And this isn’t just a quick blurb — it runs 1,500 words.

What does it mean to us as designers, and you as consumers? Lotsa pink stuff, from food processors to throw pillows, from nail polish to chairs. “Some designers have chosen variants within the hot-pink family,” WSJ notes. “Crate & Barrel used both honeysuckle and a similar Pantone shade called “pink flambé” in everything from furniture to dishware. Nanette Lepore calls her orange-tinged version of the color “hot melon.” Ken Downing, fashion director for Neiman Marcus, referred to “orange coral” when he described his pick for the color of the spring 2011 season.”

Crate & Barrel's Pink Chair; is it Honeysuckle or Pink Flambe?

Also straight from the article: “It’s a very ‘Mad Men’ pink. It’s like the lipstick our mothers wore,’ says Tom Mirabile, head of global trends and design at Lifetime Brands Inc., the company behind Mikasa, Cuisinart and other houseware brands. “There’s a retro aspect to it that’s going to be very popular.”

“There’s an innate optimism to pink,” says Jonathan Adler, an interior and housewares designer who is using hot shades of pink widely in his 2011 collections. “As we speak, I’m wearing a hot pink shirt,” he says.

“The honeysuckle color evokes nostalgic feelings of summertime, says Leatrice Eiseman, a color psychologist who has been director of Pantone’s Color Institute for 25 years” — now THERE’S a job. “Strategically, colors of the year are supposed to help sell all manner of products and packages. ‘We also want [people] to stop and say, “Oh, neat color. Maybe I need to buy those plates,’” Ms. Eiseman says.

A Honeysuckle Dress from Cynthia Steffe

Here’s my hope for 2011: we can all go out and buy a bunch of cool pink stuff, cheer up, and watch the economy come back to life; we all have new clients who want to sell pink stuff; everyone’s happy, prosperous and unafraid to wear pink. I’ll take that pink Cynthia Steffe for starters. Oh, I mean that happy honeysuckle dress.

The more fascinating part of the article for us was the whole “color of the year” idea from Pantone, and the great background on how Pantone books developed, since we have four floating around here.

All rights reserved by Daria Angeli

According to today’s Women’s Wear Daily, the latest addition to the sublime Vera Wang’s portfolio of  decidedly non-couture designer items is a cosmetics line featuring makeup and color, skin care, bath and body products, and beauty accessories Kohl’s plans to introduce by spring 2012. Her Simply Vera line debuted there in 2007, is a consistent performer, and a very important part of Kohl’s retail strategy.

As a female with an eye for Chanel and a bank account for discount, the proliferation of capsule collections by marquee couture designers and celebrity/designer-types makes me all warm and happy inside. Until I try to actually acquire these high-concept, low-cost gems and find that there are women who wait in line overnight to get their hands on these clothes the day they debut. My meandering path to the store means there’s exactly one item left, in XXL, and in a color that makes me look nauseated and/or consumptive.

H&M only came to my part of the planet last month, so I missed out on Karl Lagerfeld, Madonna, Viktor & Rolf, Stella McCartney, Jimmy Choo, Roberto Cavalli, Comme de Garcons, Matthew Williamson, Sonia Rykiel, and the just-unveiled Lanvin capsule collection.

However, I have a few pieces from Target that have held up surprisingly well, and consistently garner compliments: a Jean Paul Gaultier trench coat, an amazingly well-cut black sheath by Isaac Mizrahi, and a mesh wrap dress by McQ Alexander McQueen.  No luck even getting a glimpse of Rebeca Minkoff’ second handbag collection, William Rast, Zac Posen, and those early couture/discount pioneers, Stephen Sprouse and Fiorucci (I shopped both of these stores when they were NYC-only, ultra-hip boutiques, and I dressed like Debbie Harry).

The audience for couture has always been minuscule in relation to pret-a-porter, and utterly microscopic in relation to the majority: Women who regularly haunt clearance racks at TJ Maxx and Steinmart, or shop consignment. And while I see 7th grade girls sporting REAL Louis Vuitton bags in my neighborhood (I make it a sport to spot fakes, and I am GOOD, people), the rest of the fashion-buying audience has, by necessity, champagne tastes and Boone’s Farm budgets. So, I happen to  think it’s cool that the names and designs I see in Vogue, et al., that are only purchased by (or lent to) celebrities and socialites, trickle down to those who are fashion-conscious and a bit lighter in the purse.

I have plenty of female friends who either don’t give a s**t about what’s in style, take a feminist stance against clothes that are designed for male titillation (heh, I said titillation), or are too busy having lives to care much beyond, “Is this black shirt the same color black as these black pants?” I used to be embarrassed to admit I cared about fashion, but it became hard to hide my already half-decade addiction to both Rolling Stone and the fashion glossies when I showed up for the first day of high school in full-tilt Annie Hall. Yep, hat. Tie. Vest. Humiliation on an epic scale. I had to move to New York to start dressing the way I wanted.

Clothing is an expression of emotional and intellectual forces; not caring how you look or what you wear says just as much as if you obsess over the same. I use clothing as armor, as an expression of my (brief) moments of whimsy, to radiate feminine menace, to declare I’m a surf widow, to expose my tattoos for the shock value, to convey I’m a cool mom but not your friend, to reflect my inner life in an external and frivolous way, to be taken seriously in a room full of guys in suits. If it’s in you to follow fashion, why shouldn’t there be great stuff in your price range? Congrats to you if, in this economy, you can sweep through the name collections at Saks and not look at price tags. The rest of us will wait for the next announcement from H&M, and queue up accordingly.

Haile Shaw Pfaffenberger Home Page

The high-integrity, low-profile law firm of Haile Shaw & Pfaffenberger recently debuted a new website designed by Alchemy Communications Group. The firm challenged us to create something unlike other legal websites, and was especially keen on our idea of making the primary focus of the site the 15 attorneys on staff. Eschewing the typical corporate “headshots” against a neutral backdrop to introduce each attorney, Alchemy worked with Palm Beach Gardens photographer Alan Carlisle to photograph them in the firm’s North Palm Beach office in their own milieu, establishing the human element and warmth of the firm. Alan and Steve also spent time creating characteristic images of the office, allowing us to almost eliminate the use of the typical stock shots.

With 15 distinct personalities representing five specialty practice groups within the firm, the challenge of writing content for the site was to capture each attorney with a bio including all the expected vitals, yet also some more personal accomplishments, goals, or involvements with charities.

Individual attorney's page

Working from the individual to the collective, Alchemy then created content about the separate practice groups, the firm’s own historical timeline of notable cases since its formation in 1983, the firm itself, and its Core Values. 

The attorneys featured on the site's home page revolve in a Java slide show.

Senior Partner Robert G. Haile, Jr., shared with us just this week, while at the Business development Board of Palm Beach County’s first-quarter luncheon, that not only have they received very positive feedback from clients and potential clients, but also from peers and colleagues. For us, that’s the real sign that we created something both valuable and unique.