Year
2024
Client
Harry J. Brown
Category
Product Duration
4 weeks
I partnered with Harry J. Brown, Esq., an estate planning attorney I have known and trusted for many years, to develop a refined and approachable brand presence. Harry has helped me and many of my family members create wills and trusts designed to protect assets and ensure long-term financial security, which made this project especially meaningful. The goal was to create a visual identity and design system that communicates trust, clarity, and stability while remaining approachable to families making important financial and personal decisions.
Research
The research phase focused on understanding both the emotional and practical needs of estate planning clients, many of whom feel uncertainty or hesitation when beginning the process. I reviewed branding across estate planning and boutique legal firms to identify common visual patterns and opportunities to modernize the experience while maintaining credibility. Conversations with Harry provided insight into his services, referral network, and client demographics, helping shape the tone, messaging, and visual direction of the work.
Design
The design direction emphasized clean typography, a restrained and professional color palette, and structured layouts that communicate clarity and professionalism. Visual elements were intentionally minimal and timeless to reinforce trust and longevity while keeping materials easy to read and navigate. Careful attention to hierarchy and spacing ensured that complex legal information could be presented in a clear, digestible format across both print and digital applications.
Concept
The core concept centered on the idea of trusted guidance and long-term security, reflecting the role estate planning plays in protecting families and preserving legacies. The visual language was designed to feel stable and timeless rather than trend-driven, aligning with Harry’s thoughtful, client-focused approach. At the same time, the brand aimed to feel approachable and reassuring, helping reduce the intimidation that often prevents people from beginning the estate planning process.
Development
Once the direction was established, I developed a flexible set of brand assets and design applications that could be used consistently across client communications and marketing materials. Typography, color usage, and layout structures were refined into a system that allows for easy updates and future expansion. The final deliverables were built with scalability in mind, ensuring the brand can grow alongside Harry’s practice and support additional materials as his business evolves.
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