Building a Modern Litigation Brand for a Firm Redefining Its Category

KKL was founded with an unusually strong pedigree: all four partners served in senior leadership roles at the U.S. Attorney’s Office for the Southern District of New York. That shared background created early momentum, establishing KKL as a destination for complex enforcement matters. Yet it also produced an unintended consequence—an external perception that the firm was exclusively a white-collar boutique.

Internally, the partners recognized a broader truth. KKL had become a deeply capable litigation firm with substantial trial experience across civil disputes, regulatory inquiries, internal investigations, and cross-border matters. Their maturity, selectivity, and strong cultural cohesion distinguished them in an increasingly competitive market. But the existing website failed to communicate that evolution. It was visually dated, text-heavy, and anchored in the tropes that define many New York litigation boutiques, leaving prospective clients and referral sources without a clear view of the firm’s full capabilities.

Laying the Foundation: Strategy & Insight

Decker Design began with an intensive discovery process that drew insights from one-on-one partner interviews, competitive analysis, and a review of existing content. Several clear themes emerged. Trial readiness surfaced as a unifying differentiator, with every partner emphasizing that complex courtroom work, not simply white-collar expertise, sits at the core of the firm’s identity. KKL’s SDNY leadership experience produces exceptional judgment, but it is their ability to take difficult cases to trial that spans both criminal and civil practice.

Firm culture also emerged as a strategic asset. In contrast to the hierarchical structures of older boutiques, KKL’s environment is collaborative, intellectually rigorous, and notably ego-free. Associates and analysts take on meaningful responsibility, and clients consistently remark on the team’s authenticity and cohesion.

There was also strong alignment around the need for a brand that felt modern, precise, and forward facing. The partners wanted to avoid the clichés of courthouse steps and skyline photography and instead sought a digital presence that signaled sophistication, restraint, and confidence, the hallmarks of a firm comfortable operating on a global stage.

Finally, a meaningful perception shift was necessary. With the enforcement landscape changing and civil litigation expected to grow, KKL needed a platform that could broaden its narrative. The firm was poised to compete with premier litigation boutiques, but its digital identity lagged behind that level of ambition.

Reframing the Story: Content & Messaging

Decker Design developed a content strategy that placed KKL’s dual strength in white-collar excellence and sophisticated civil litigation at the center of the brand narrative. The messaging moved away from biography-heavy explanations and toward a clearer articulation of value, emphasizing exceptional judgment shaped by SDNY leadership roles, trial experience that translates across subject areas, deep familiarity with government decision-making, and a modern, agile culture that resonates with both clients and recruits.

We also created space for a more robust thought-leadership program. As enforcement priorities shift and AI, cross-border risk, and financial disputes continue to rise, the firm now has a scalable platform to publish insights that strengthen credibility and broaden its reach with referral sources.

Content Transformation: Designing for Clarity and Credibility

Attorney biographies—one of the most heavily trafficked areas of any litigation firm’s website—were restructured for consistency, sophistication, and narrative strength. The tone emphasizes professional accomplishments without veering into arrogance, reflecting the partners’ preference for clarity and authenticity.

Practice areas were reorganized to reflect a more accurate distribution of the firm’s work. Internal investigations, trial work, and civil disputes gained prominence, balancing the strong white-collar identity with a broader litigation profile.

A fully rebuilt Careers section strengthened the recruiting message. For analysts and associates, the site now conveys both the prestige of the firm and the meaningful responsibility, mentorship, and trial exposure that come with working at KKL.

Modernizing the Visual Identity

Decker Design introduced a clean, contemporary visual system that expresses confidence without unnecessary ornamentation. Custom portrait photography—shot against a series of bespoke background plates—replaced the overly retouched images of the prior site. This new approach creates a cohesive visual language that is polished yet human.

Typography, color, and modular layout systems were carefully selected to project refinement and clarity. Every design choice supports the partners’ desire for an identity that feels both modern and timeless—distinct from competitors, but squarely within the expectations of the high-end litigation market.

Aligning the Digital Experience with Business Goals

Throughout the redesign, the guiding principle was strategic alignment: the website needed to support KKL’s expansion into civil litigation, strengthen its position among elite referral sources, and appeal to sophisticated clients around the world.

By restructuring content, simplifying navigation, and introducing clearer calls to action, the site now guides visitors through a coherent narrative—who KKL is, how they think, and why their judgment is trusted at the highest levels.

The Result: A Platform for Sustained Growth

With its revitalized brand and website, KKL presents a unified, elevated digital presence that accurately reflects its capabilities and ambitions. The firm now communicates:

A broader litigation identity balancing white-collar work with trial-ready civil practice.
A modern, premium aesthetic aligned with leading global firms.
A distinctive culture which supports both client engagement and elite recruiting.
A dynamic platform capable of hosting insights, case studies, and future expansion.

For clients and referral sources, the message is unmistakable: KKL is a sophisticated, forward-thinking litigation boutique equipped to handle the most complex matters—civil, criminal, and everything in between.