Session Overview

Sam linked the About Us page and asked for redesigned alternatives to an existing Us vs. Them comparison element. The starting brief: like the concept but not the design; make it repeatable (works in hero, sidebar, page break, or mid-page); remove gray; make it eye-catching and beautiful; use "Us" and "Them" titles above the columns.

The session ran six turns across two days (2026-05-26 14:24 to 2026-05-27 01:42 UTC), iterating through two primary concepts. The final approved outputs are:

1. Concept 1 ("See the Difference"): navy Visible Depth gradient background, orange divider lines removed (per Turn 5), firm logo replacing the column title on the Us side, "Other Firms" on the left/Them side, green gradient check circles and red X marks, white text throughout.
2. Concept 2B (bokeh variant): black bokeh background with soft out-of-focus light orbs in orange/green/white tones, no strikethroughs, gradient green check circles with outer glow on Us side, gradient red X circles with matching glow on Them side, white text, US in all caps/bold, Them in sentence case/lighter weight, logo holds right column header, "OTHER PI FIRMS" anchors left.

What Was Accomplished

Turn 1 — Five initial concepts:

1. Side-by-Side Cards: two-card split, soft red/green tinted backgrounds, X and check marks, mid-page anchor on white sections. Best for practice-area and location pages.
2. Hero/Full-Bleed Strip: Visible Depth gradient, red-tinted strikethrough THEM column, white US column, orange VS divider. Works as hero secondary block or full-bleed page break.
3. Sidebar Ladder: compact two-column block sized for 320px sidebar rail.
4. Page-Break Scoreboard: top headline panel naming each side before the rows. Best as full-bleed rhythm break between H2s.
5. Light Mid-Page Block: navy header band + white card with red/green tabbed columns. For pages with dark hero + dark CTA that don't need another dark block.

All five: mobile-tested at 390px, Poppins 500/600/700, no gray fonts, no orange backgrounds, no emoji, rows keyed to real differentiators (Bigger Share Guarantee, in-house team of three, flat fee, etc.).

Brand rule reinforcements from Turn 2:

• No eyebrows unless asked
• No gray text, ever
• Words get uppercase first letter in design elements
• Titles and headers must be larger than copy (never smaller)
• "SWITCH" (solicitation-adjacent) is banned from firm marketing materials
• Us is always on the left (us vs. them, not them vs. us)