MANEY | GORDON Trial Lawyers
Art Director/
Lead Designer
LAW FIELD RESEARCH - ART DIRECTION - BRAND BUILD - UX/UI DESIGN
Responded to an online ad seeking a designer for building a brand guide. The experience with the creative director went so well, it has turned into an ongoing retainer-based work relationship. A complete brand rebuild with a refreshing amount of hours available for creative exploration. It’s been great being able to take the firm to a point to where the partners are enjoying the results.
Directive:
“Let’s build this firm into a premium brand for the people of Tampa and state of Florida. Let’s stay away from the gimmicks we’re all used to from lawyers on billboards and daytime commercials. We want to focus on being the #1 referred firm from fellow lawyers that need our expertise in trial law.”
Step One: Brand Guide
Tasked to take the lead on building the brand guide, it was a challenge and a process. Learning about the law field, the firm itself and brainstorming with the creative director on what to include, resulted in a quality, directional guide.
Creating a Brand Spectrum
How do we reach 3 different target audiences in our communications?
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We don’t sell representation. We sell truth, trust and empowerment.
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We don’t attempt to trigger emotions. We focus on details and facts with a journalistic tone.
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We taunt law firms who sell with cheesy gimmicks, goofy concepts and misleading ads.
Logo Redesign
Our logo stands as a cornerstone of our law firm's identity, combining the elegance and sophistication of a serif font featuring the partners' names with the symbolic intricacy of 'Lady Justice'. This fusion not only represents our firm's commitment to justice and integrity, but also serves as a recognizable emblem of our legal expertise and heritage, resonating with both professionalism and purpose.
Secondary Logos
These logos offer versatile branding options that adapt seamlessly to various contexts and platforms, ensuring brand visibility and recognition while maintaining a cohesive visual identity across different mediums.
“I appreciate your directness about creating a ‘less shitty’ logo. Let’s go with your design.”
See my direct and somewhat humorous pitch to the firm
"The Trial Law Firm Trusted by Lawyers."
A new brand tagline/message we are pushing out for 2025. It puts in the mind of potential clients that the firm is so experienced, even other lawyers trust them to refer their cases to them. It also attracts other lawyers with social proof to inquire about co-counsel.
Handouts & Thank You’s
A Lawyer’s business card is still his/her identity when meeting a client or co-counsel. I explored some options that the firm would be excited to hand out.
Small Tokens Leave Lasting Impressions.
When a referral is made, the managing partner wanted a way to express his thanks with a small, but thoughtful token. He is into coins so we created a coin and brochure fold that he can hand out to show his appreciation.
Social
With social we have the luxury of testing and exploring content ideas. As we all know, social posts can be easy to evaluate by engagement and when engagement is low and we are building a presence, we can at least create helpful information and brand recognition.
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Emblems serve as a visual representation of the firm's accomplishments and credentials to instill trust in the public eye.
We are living in a AI boom in every area. How can we show AI cannot represent you in the court of law?
You know those AI scenic videos on Youtube that you put on in the background to relax? The main partner at the firm is into those and jazz and wanted to create a video where we could plug the firm and then the viewer can relax to jazz. I thought it was an interesting and untraditional concept for an ad.