Web and generative AI · 2026
San Roque Firma Legal
Website for Firma Legal San Roque, a law firm in Lima. Design, build and every image on the site — office, portraits and scenes — generated with AI.
The challenge
A criminal law firm is hired on trust, and San Roque had not a single image: no office shoot, no portraits, no archive.
The insight
Without imagery of its own, the firm had to explain itself by message to every client. The trust had to be on the website already, before the first consultation.
The idea
Generate all of the firm's imagery with AI —office, portraits and scenes— and direct it like a real photo shoot.
The website
Built from scratch, open source: headline, figures and call to book a consultation on a single screen, the same hierarchy on mobile with WhatsApp always at hand, and classic SEO plus SEO for AI search engines with structured data.
The imagery
One art direction for the whole site: warm side light, night blue in the background and gold only in the details.
Every image is generated
None of these photographs exist. The office, the case-file library, the window with Lima behind it and the team portraits all come from generative models, directed with the same judgement you would bring to a photo shoot: a warm source on the left, night blue behind, gold saved for the finishing touches.
The hard part is not generating a good image: it is keeping the same two people the same across every scene on the site. That is where the work is, and it is what separates a site with its own imagery from a stock-photo collage.
Result
The firm stopped explaining itself by message: whoever books a consultation has already seen the partners, the office and the practice areas.
Palette
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