The Problem —
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Starting from scratch, two co-founders decided to leave the big firms and start a law practice on their own. Instead of working solely for billable work, their drive was to focus on helping families. With only a name, they needed a visual identity for future recognition.

What I Did —
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I worked closely with co-founder Earl Wins from kickoff to final rollout, making sure his vision was heard while also guiding him toward a future-proof brand directions.

Following our initial kickoff meetings, where I gained insight into his motivation for starting his own practice, I presented moodboards, direction, and refined logo concepts.

The Final Identity —

To break away from the typical law firm visuals, we avoided traditional serif fonts and overused symbols like scales, pillars, or gavels. Earl wanted to incorporate flora, a personal symbol for him, into the design.

The result was a unique combination of a "leaf" icon, a soft sans-serif wordmark, and a calming color palette, meeting his vision while standing out in a crowded market.