Facts are important, but they don’t have to be boring. The founding partners at Chicago-based RSHC asked us for a website that would set them apart from other law firms. We said, “Start with the people who work there." Then we interviewed the attorneys, weaving their profesional accomplishments and personal stories into bios that were authoritative but also fun to read. The site won attention and accolades from current and prospective clients, and from colleagues who were surprised and delighted to see members of their profession portrayed as actual human beings.