The Challenge
Ben L. Dodge is not a single brand — he’s a portfolio of identities.
He is:
- A trial attorney
- An endurance cyclist
- A team founder and sponsor
- A speaker and author
- The founder of a men’s initiative focused on masculinity, discipline, and leadership
Most designers would treat these as unrelated websites. That approach would fracture his message and multiply maintenance.
Instead, the challenge was to unify Ben’s brand at the foundation while allowing each site to speak clearly to a different audience.
The Solution: One Core Theme, Three Expressions
I designed a custom WordPress theme called “Lenem” (Latin for lion) as the shared foundation, then built two child themes on top of it — each purpose-built for its audience.
This allowed us to:
- Maintain visual and technical consistency
- Share components and improvements across sites
- Customize tone, layout, and content structure without duplication
1. Ben L. Dodge — Personal Brand
Ben’s personal site positions him as an endurance athlete, speaker, author, and founder of the Becoming Masculine initiative.
Focus:
- Personal authority
- Thought leadership
- Speaking, writing and community-building
- A platform flexible enough to evolve as his initiatives grow
This site sets the tone for the entire ecosystem.
2. Dodge Vega Law — Professional Presence
The law firm site serves a different purpose: credibility, clarity, and trust.
Focus:
- Clean, professional presentation
- Straightforward navigation
- No unnecessary complexity
- A calm counterbalance to Ben’s more aggressive personal voice
This site intentionally avoids personality overload and instead reinforces legitimacy.
3. Bike Accident Attorneys (BAA) — Community + Commerce
BAA began as a competitive cycling team Ben founded and sponsors. It later became a powerful bridge between community, advocacy, and his legal practice.
Focus:
- Cycling culture and team identity
- Event and ride promotion
- Subtle but clear connection to bike accident law
- WooCommerce-powered merchandise sales (cycling kits, apparel, gear)
This site blends brand, lifestyle, and business without feeling transactional.
Ongoing Collaboration
My role with Ben extends beyond design and development.
I’ve consulted with him on:
- Brand alignment between his personal, legal, and athletic identities
- Messaging consistency across platforms
- Technical decisions that support long-term growth rather than short-term hacks
Ben is direct, intense, and unapologetically himself — and the websites reflect that without compromising structure or usability.
The Tech Stack
- Custom WordPress parent theme (“Lenem”)
- Two child themes with shared core functionality
- WooCommerce (BAA, Ben L. Dodge, Becoming Masculine merchandise)
- Modular, reusable components
- Designed for longevity and adaptability
The Result
Instead of managing three disconnected websites, Ben now operates a cohesive digital ecosystem:
- One foundation
- Multiple audiences
- Clear boundaries
- Shared momentum
It’s a system built to evolve — not a collection of one-off designs.