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.
- Using a business card as the brand guideline, create a thoughtful website and brand for a newly acquired business.
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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.
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.
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.
stern.aaron.b@gmail.com
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