Heslin Rothenberg Farley & Mesiti P.C.

Website Before & After

Heslin Rothenberg Farley & Mesiti is a 30-lawyer national intellectual property firm based in Albany, NY that needed a stronger brand identity and updated and responsive website. The existing website showed city skylines and IP cliché’s like test tube and silicon chips. The firm’s message, “Dedicated Exclusively to the Practice of Intellectual Property Law,” simply confirmed what any website visitor would already know, i.e. that HRFM is an IP firm. It didn’t create interest or tell their story.


Web Design


WordPress Website Features

  • Integrated marketing campaigns
  • Custom responsive design for Mobile/Tablets
  • Fishman Marketing’s Legal Platform
  • Rotating slideshow with headlines
  • Popup footer for quick search and contact info
  • Searchable Attorney Database by Practice Area, Name and Keyword
  • Enhanced Attorney Profiles and Practice areas that dynamically load in features such as related news, speaking engagements and related practices.


The firm targets inventors and businesses nationwide who develop innovative products and need a law firm to draft or protect in court their patents, copyrights, and trademarks.

Heslin Rothenberg had not previously engaged in any significant brand-related marketing, so had limited name recognition in its markets. We needed to inform their audiences that HRFM is a strong, sophisticated intellectual property firm, that offers a high level of client service at a cost-effective rate.

The firm has many renowned clients and products that validate their expertise. Smaller firms need to work harder to prove their skills, and showing examples of their work can be helpful. For example, HRFM does the trademark-protection and litigation for the celebrated “I love (heart) NY” trademark. They protect companies like IBM and Swarovski, and do a lot of pharmaceutical industry work, for example, they patented Lunesta (for insomnia) and Albuterol (allergy medication), as well as many experimental cancer drugs.

We wanted to use case studies to showcase the work they do for well-known clients and products, by showing how the end-user of the product benefits. That is, rather than talk about how they helped bring a particular drug to market for a big pharmaceutical company client, we took it a step farther and showed how this benefited the consumers of these products. That is, the firm’s work helps their clients give cancer patients new hope, or helps allergy sufferers play outside with their kids.

Secondary messages include the firm’s focus on speed and client service, working efficiently to get the patents filed faster, and returning client calls typically within an hour ― remarkable metrics for the industry.

The eye-catching design is fresh and modern, and the responsive website works beautifully on mobile.