Centini Law
Branding, Content Creation & Lead Generation
For over two decades, Shelley L. Centini, Esq. had successfully guided individuals through the court system, representing thousands of criminal clients and winning millions of dollars for civil clients. When 2020 shut down courts, and the system came to a halt, she saw too many tragic stories of young people dying from COVID and related illnesses.
Worse, as an attorney, she heard countless stories of young families who were unprepared and had either no guardianships set up for their children, no estate plan, or a plan that failed.
Attorney Centini left the firm she had been a litigation contractor with for almost 20 years and started Centini Law. Her focus — and how she needed to become recognized in the community — needed to shift completely. Although Attorney Centini was initially adamant that she didn’t want or need a logo, we created a simple, clean, and professional wordmark logo void of the typical scales or lions legal firms tend to choose. From there, we blended classic fonts with a feminine flair to resonate with her new target audience — women who will do anything to protect their children and families from court and conflict.
We built a simple website in SquareSpace to allow Attorney Centini to independently make updates moving forward and enable easy sale of digital downloads and legal documents. We established a MailChimp account to help her start an email newsletter, populated content to auto-post on her blog and social media channels, and auto-sent emails to subscribers. Branded stationery and a suite of marketing collateral, including business cards, letterhead, gift certificates, and digital downloads, were also created to ensure consistent branding across all touchpoints.
Finally, we integrated on-site and stock photography and videography to build social media graphics and quick hit videos highlighting her value proposition. A long-form “About Me” video (highlighted above) was produced to establish a deeper connection with the audience.
“When I first started working with Jenny, I had a brand new business I was trying to get off the ground, which included a complete re-branding of myself. I had no vision at all of how this would look or what steps I needed to take to accomplish this. I only knew I needed a website. What Jenny did to transform my business (and mindset) from completely directionless to a brilliantly and strategically planned marketing campaign was nothing short of amazing! Jenny formed a vision of my business that I did not even have for myself and came up with innovative marketing ideas and incredible strategies to set my business marketing up on a solid foundation for success! I get so many compliments on my new website and marketing materials—she makes my business look so elegant and sophisticated. I feel so comfortable working with Jenny—she is a treasure. She even took the time to understand my business completely. There is not one idea we came up with that she didn’t find a way to implement quickly. Jenny is on top of everything, has great contacts and resources in the community, and I will never work with anyone else. She is worth every penny, and I am proud to say in a short few months, I consider her not only an integral part of my business but a friend.”
— Shelley L. Centini, Esq., Owner, Centini Law, LLC
