The opportunity
You have what most agencies would kill for: A Current Affair, Channel Nine, the Daily Telegraph, Today Tonight, working journalists vouching for you on the record. Your site renders that as blurry 2023 logo screenshots. It's a wall of pixels where it should be a wall of proof.
A panicked SME owner at 11pm, an individual wrongfully charged, a business owner getting threatened by a national company — none of them have a clear way to start. "Book Services" is a menu item. There's no triage, no "is this you?" moment, no path that meets them where they are.
The sharpest line on your site (we are not lawyers, we are something better and faster) is hidden in body copy. The entire proposition deserves to be the hero. Right now it reads as one of many features instead of the central reason to choose you.
The approach
The starting point wasn't a brief. It was the existing site and a question: what does an SME owner being crushed by a national company actually do at 9pm on a Tuesday? Three conversion gaps surfaced. One brand asset worth keeping.
That asset was Juliet herself. The "Australian Erin Brockovich" framing is the rarest trust signal in the agency space and it was rendered as a throwaway sentence. The rest of the build (palette, typography, tone, copy) followed from one principle: media exposure is the product, not the by-product.
The build sequence was proposition-first. A pretty homepage that buries the "don't call a law firm" hook isn't a transformation. It's a coat of paint. The hero, the case study format, and the crisis line were locked before any other section got polish.
Brand direction
Black, bone, and oxblood. The black reads as serious without being corporate. Bone (warm cream) is the editorial backdrop, signalling considered prose rather than agency template. Oxblood is the accent, reserved for high-leverage moments only — the eyebrow, the crisis line, the primary CTA, the quote-mark glyphs. The palette holds the brand the way Juliet holds a media room: confident, considered, never hysterical.
Display serif at the heading register, system sans for body. The serif is editorial heavyweight — same register as a feature article in a national broadsheet. Italic cuts used sparingly, only for sub-headlines and pull-quotes, with a newsprint italic rather than calligraphic. The body sans is whatever the user's system delivers cleanest. Together they signal a media agency that thinks like a journalist, not like a marketing team.
Direct, plain, polished Juliet. No agency boilerplate. No "leverage," no "navigating complexities," no "holistic." Copy reads as if a working investigative journalist wrote it. Because one did.
Black · #0A0A0A
Primary backgrounds
Bone · #F5F1EA
Editorial backgrounds
Oxblood · #7A1F1F
Accent, CTAs, headlines
Ink · #1C1C1C
Body type on bone
Mute · #6B6258
Captions, attribution
Hairline · #D9D2C5
Dividers, fine rules
The homepage
Live preview. Scroll inside either frame.
Plain HTML + CSS · No framework · No CMS · Full operator control
Built capability
The agent handles four routes: individual in crisis, SME dispute, law firm enquiry, and general. Two example dialogues.
Individual in crisis
I'm being charged with something I didn't do. The police won't drop it and my lawyer says we have to wait for court. That's six months away. I can't do six months of this.
I hear you. Six months of waiting while a wrongful charge sits on your record is its own punishment. A few quick questions so I can route you properly. Has anything been published about the charge yet, by police or media? And do you have anyone (a lawyer, a friend, a journalist) who's seen the evidence and thinks the charge doesn't hold?
Nothing public yet. My lawyer thinks the charge is weak. He just thinks the system will sort it eventually.
Eventually isn't the goal. We work cases like this regularly. The fast path is media-led, not court-led. I'll book you in for a 30-minute conversation with Juliet today or tomorrow. Most cases we take are time-sensitive, so the sooner you talk to her, the more leverage there is. Does today after 4pm or tomorrow morning suit?
SME dispute
National company is using a contract clause to crush a small business I run. We can't afford to fight it in court but the clause is being applied unfairly. Same thing has happened to other SMEs but no one's joined it up.
That's exactly the pattern Justice PR specialises in. When a national company applies the same wrong to many small operators, there's almost always a story that connects them. Two questions. First, do you have rough names of the other SMEs affected, even just a few? Second, are you willing to go on the record yourself if the story moves?
I know three other businesses. Yes, I'd go on the record. I just want this to stop.
That's the foundation of a real story. Juliet has resolved cases like this in days when the legal route was looking at years. I'll book you a call with her this week and flag the pattern angle so she's briefed before you talk. What's the best email and mobile to send the booking confirmation?
Live wiring uses Claude (Anthropic AI) with a system prompt tuned to Justice PR's intake protocols and Juliet's preferred routing. The agent is scoped and the prompt is written. Wiring it is the first retainer task after we close.