Skip to content
Aperture

Selected work · Legal

ILM Abogados

An established consumer-law firm whose real advantage is trust — authored as one piece of work, then reworked after the client’s response until it matched the firm behind it.

Discipline
Strategy · Design · Photography · Build
Language
Spanish
Nature
Self-initiated redesign
The firm's current website — the original WordPress template: a dark stock photograph of hands over a document behind a centred menu, the headline in flat white sans-serif.

Before — the firm’s site today

Aperture's redesign — warm paper ground, an authored partner portrait contained on the right, an editorial serif headline, the firm's bordeaux kept as the one accent.

After — Aperture’s redesign (self-initiated)

Left, the firm’s website as it stands today. Right, a self-initiated redesign — Aperture’s own proposal for the same firm, strategy through build authored as one piece of work. Shown as a demonstration of how the work is made, not as the firm’s live site.

What we noticed

ILM does not sell legal services. It sells the calm of having someone strong on your side against a large company.

Two decades of consumer-law work, and a “no win, no fee” model — real trust, earned case by case, sitting inside a template that looked like every other firm.

The proof was the product; it just wasn’t felt.

Why it mattered

For a firm whose whole product is trust, an advantage no one can see isn’t a cosmetic problem — it is the problem. Any competitor could claim the same words; only ILM had earned them.

And the means to show it already existed. Carlos had photographed the firm the year before — authored portraits, candid and group work, and film, his own frames, not stock. The material was real and first-hand; nothing on the old site was using it.

The images and the system were made by the same eye.

What changed

Good work isn’t the first answer you defend — it’s the one you change when the evidence asks you to.

  1. Carlos had already photographed the firm — authored portraits, in use on the old site.
  2. Strategy, design and build were made around that photography, as one piece of work.
  3. The first direction came out grave and dark.
  4. The client’s response: too sombre, too funereal.
  5. The diagnosis: not one colour, but a whole tone fighting the brighter photographs.
  6. The evolution — light by default, charcoal for authority, the firm’s bordeaux kept.
  7. Built out in full — as one piece.
The abandoned first direction — the homepage in near-black, the partner portrait dissolving into a dark field.
The first direction — dark by default. Set aside when it read too grave.

What it became

A site that finally reads like the firm behind it — and, past ILM, the clearest proof of what Aperture actually sells: judgment carried across the whole of a business, and the readiness to let the work change when the business shows it should.

Not a look, but the whole of it authored by one mind — and answerable, at every stage, to what the work needed.

Start a conversation