THE ARCHITECT OF RESOLUTION

Crafting a cohesive brand identity for one of Florida’s most distinguished mediators and arbitrators

Project Snapshot

Client
Kiffin Lewis Law

Industry
Legal / Alternative Dispute Resolution (ADR)

Services Provided
Brand Identity, Website Development, Digital Strategy

Key ResultsDefined Market Positioning as a Premier Neutral

The Challenge

From Advocate to Neutral

Valerie Kiffin Lewis had already built a formidable career as an employment litigator. However, as she shifted her practice primarily toward Mediation and Arbitration, she faced a branding identity crisis.

The market still viewed her as a “side-taker” (litigator) rather than a “peace-maker” (neutral). She needed a digital presence that signaled this evolution, distinguishing her from general practice attorneys and positioning her as a high-level Neutral capable of resolving the most complex employment and civil disputes without court intervention.

Key Obstacles:

✕ Visual Clutter: Organizing decades of certifications, awards, and speaking engagements into a clean, scannable interface.
✕ Identity Shift: Retraining the legal community to see a veteran litigator as a truly impartial mediator.
✕Virtual Adaptation: Ensuring the brand communicated her proficiency in Online Mediation, a critical service in the modern legal landscape.

The Strategy

The “Architect” Narrative

We developed a brand voice centered on the concept of “Self-Determination.” The new copy emphasizes that Kiffin Lewis empowers parties to be the “architects of their own resolution.” This shifted the tone from fighting to solving, which is critical for attracting corporate clients and opposing counsel looking to settle.

Credentials-First Design

Trust is the currency of mediation. We structured the site to immediately showcase her “Heavy Hitter” credentials—specifically her status as a Florida Supreme Court Certified Mediator and AAA Panelist. These badges were moved from the footer to the forefront to establish instant authority.

Visual Cohesion

To reflect her “strong, cohesive, and memorable” style, we moved away from the cluttered aesthetics of typical law sites. The new design utilizes a clean, sophisticated palette that reflects calmness and clarity—subliminally promising that she brings order to chaos.

The Results

Top 100

National Recognition

1,000+

Cases Mediated

100%

Focus on Resolution

Where Settlements Happen

The rebranding successfully clarified Kiffin Lewis’s market position. By shedding the “litigator” skin and fully embracing the “Neutral” identity, the firm has seen increased bookings from both plaintiff and defense bars, solidifying her reputation as the go-to mediator for “impossible-to-settle” cases.

Featured Coverage:

The Wall Street Journal
Marquis Who’s Who
National Academy of Distinguished Neutrals (NADN)
National Black Lawyers

Visual Proof / Media Gallery

Client Testimonial

“If you can’t resolve it with Valerie, then it can’t be resolved. She has an exceptional ability to find the ‘sweet spot’ to settle a case, ensuring that each side is heard, considered, and respected”

Joe Ecklekamp, Esq.

(Hiday & Ricke)

Case Study Related FAQs

What is the difference between a “Litigator” and a “Neutral” brand?
+

A litigator brand is about aggression and winning for one side. A neutral brand is about wisdom and fairness for both sides. We had to carefully calibrate the language to ensure no bias was shown, appealing equally to plaintiffs and defendants.

How did you highlight the “Virtual Mediation” capability?
+

We created a dedicated section explaining her “e-world” capabilities. By emphasizing that she has mediated hundreds of cases online without losing effectiveness, we removed the logistical friction for potential clients.

Why focus on “Employment Law” specifically within mediation?
+

Niche authority sells. Rather than being a “generalist” mediator, we highlighted her 25+ years in employment law to prove she understands the specific nuances of discrimination and harassment claims better than a general mediator could.

Why was highlighting the “AAA Panelist” status a priority in the design?
+

It serves as the ultimate seal of quality. Being an American Arbitration Association (AAA) Panelist is a rigorous distinction. By placing this credential front and center, we immediately signaled to corporate counsel that she meets the highest national standards for resolving complex commercial disputes.

To provide immediate emotional relief. Most clients land on a criminal defense site in a state of panic. This tagline acts as a psychological “brake,” shifting their mindset from despair to action and positioning Jason Kaufman as the experienced guide who can turn the situation around.

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Katherine Doble

Katherine Doble is the Founder and CEO of INGAGE, an award-winning integrated marketing agency based in South Florida. With over 15 years of experience in public relations and digital strategy, Katherine specializes in helping organizations in highly regulated industries—including law, finance, government, and real estate—navigate complex media landscapes. Since founding INGAGE in 2011, Katherine has led successful campaigns for Fortune 500 companies and major regional entities, including Coca-Cola, Kraft Foods, and the City of Miami. Her expertise lies in translating intricate regulatory requirements into compelling brand stories that build trust and drive action. A recognized thought leader in the industry, Katherine’s insights on social media trends and crisis communications have been featured in NBC Latino, The Miami Herald, and South Florida Business Journal. She is a recipient of the "Mujeres Legendarias" award by Ford Motor Company and actively serves on the board of the Pinecrest Business Association. When she isn't strategizing for clients, Katherine serves as a Girl Scout Troop Leader and advocates for community development in Miami.