Case Study: How Saltzman Mughan Dushoff Disrupted a “Good-Ol’-Boys” Legal Niche

The Challenge

Savvy Las Vegas attorneys Matthew Saltzman, Joseph Mughan, and Matthew Dushoff (SMD) rallied to start their own specialty business law firm with a focus on the state’s highly regulated industries — stuff the old-timey, 3-martini-lunch law firms typically do not embrace. They needed to quickly launch a brand that would represent their unique services, without skimping on authority building or the vast expertise offered by their team.

Strategy and Services Provided

We worked with SMD to create fundamental brand assets, procured URLs that would enhance organic SEO, and launched the new firm via website. Next we strategically crafted branded print and digital marketing collateral to cover all their lead-generation bases. In the final phase of their rollout, we launched two sub-specialty blog sites for them to share their expertise regarding up-to-date code information, while simultaneously raising awareness on each topic.

In a very short period of time we have and continue to provide these services:

  • Brand Launch via Logo, Website, Style Guide
  • Print Design: Corporate ID, Collateral Materials, Ads, Brochures, Leave Behinds, Presentation Materials, Environmental Signage, Trade Show Booth, Swag,
  • Digital Services: Blog Sites, Ads, Ongoing SEO enhancement (from a Heck Yeah! Partner)
  • Branded Sub-Specialty Area Logo Designs
  • Brand Consulting & Stewardship

The Results

The new website and blogs were live within a few months, achieving SMD’s primary goal of staking their claim in these specialty areas. Our work also established a “look and feel” to guide all future print and digital marketing materials. Propelled by this foundational work, SMD has since expanded their firm, and become the state of Nevada’s largest liquor law practice.

Visit their main website at

Their Nevada liquor law specialty blog can be found at

Their Nevada employment law specialty blog can be found at

“I needed to launch my new law firm within a short timeframe and needed a variety of marketing and advertising help. Rich immediately understood the challenges we faced and strategically crafted a plan for executing this brand launch that accurately reflects our established practice with distinct sub specialties. He delivered a logo, website and collateral materials that are polished and professional, and then was able to seamlessly expand the look and feel, crafting informational blog sites where my firm leverages its unique expertise. Traffic on all of our sites has steadily increased and the tools set in place are helping our firm thrive.”

— Matthew D. Saltzman, Managing Shareholder, Saltzman Mugan Dushoff

Other Select Project Assets

Logo Designs for Firm's Specialty Areas
Tradeshow Booth Design
Presentation Materials
Let's do this!