Pride Law




Developing a new identity for a values-centered law firm.

Role: Lead Designer, Project Manager, UX Consultant
Length: 6 months.
Tools: Figma, Wix Studio, HTML/CSS, 
Human Centered Design.





Old website, Pride Law hero section. Screenshot, 2023. 
New Hero Section, centering Mehera Nori as the new principal lawyer & owner/operator.




Goals

  • Using a business card as the brand guideline, create a thoughtful website and brand for a newly acquired business.

  • Understand the audience and clients: serving elders, queer community and other communities with legal system anxiety.

  • Use visual identity as a tonal difference in marketing.





Explanation of services page, screenshot 2023. Lacks visual hierarchy.
Explanation of services page, screenshot 2024. Reduced wall of text, prioritized ease of scheduling through consistent use of CTA buttons.






Pride Law footer, screenshot 2023.
New Pride Law footer, screenshot 2024. Clarified purpose & simplified design.



Explanation of Fee Accessibility philosophy, screenshot 2024.


Icon Design

In order to communicate quality with limited text, I created custom icons for Pride Law’s service areas.

Using a mind map and collaborating with Mehera Nori, the primary stakeholder, I developed a visual language with primitive shapes and brand colors that visualizes Pride Law’s compassion for their clients.

In the website, it serves three purposes: service representation, reinforcing the text and subtle differentiator among competition.





Estate Planning
Business Formation
LGBGTQ2IA+ and Gender Affirming Services
Tenant’s Rights

The icon for the LGBTQ2IA+ was a compelling challenge as the variety of colors that are common representations of queer identity were not available in the design system.

I opted for using combination of simple geometry to represent the letters themselves, balancing literal and abstract reprsentation. The inverted equilateral triangle in the middle of the bottom row is a reference to the Pink Triangle. 


Mind Map
Handdrawn Sketch
Queer Services Outline
Unused Draft
Unused Draft #2
Unused Draft #3





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+1 503 680 0674
stern.aaron.b@gmail.com

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