Brand Design
Primary Logo
Icon
Color Palette
Website Design
Project Background
Montgomery & Lee is a law firm in Houston, Texas, specializing in intellectual property (IP) law. They possess a deep understanding of the complexities of patents, trademarks, copyrights, and trade secrets, but their existing online presence didn't fully reflect their expertise and dedicated client service. To attract a wider range of clients seeking IP protection, Montgomery & Lee sought a complete brand refresh and website redesign.
Client Goals:
• Develop a cohesive brand identity: Create a strong visual and voice representation that reflects their expertise, experience, and client-centric approach.
• Enhance online presence: Build a user-friendly and informative website that attracts potential clients searching for IP legal services.
• Communicate value proposition: Clearly showcase the benefits of partnering with Montgomery & Lee for comprehensive and strategic IP protection.
Design Process
I conducted a comprehensive discovery phase to understand Montgomery & Lee's target audience, brand values, and competitive landscape. Based on this research, I established the following design goals:
• Professionalism and Trust: Convey a sense of authority and experience, building confidence in clients entrusting their intellectual property.
• Accessibility and Clarity: Ensure the website is easy to navigate and understand.
• Actionable Content: Engage potential clients by providing valuable information and resources, encouraging them to connect for further guidance.
Deliverables
• Logo Design: I designed a simple and modern logo for their firm that conveys a sense of professionalism and trust. The sans-serif font used in the logo enhances its readability and includes stylized ampersand as a nod to the firm’s focus on working with innovators and entrepreneurs. The primary logo and icon can be easily recognized and reproduced in various sizes, making them suitable for digital applications and branding materials. The new logo was incorporated seamlessly into the new website design.
• Brand Visual Identity: The rich green and teal colors in the palette represent trust, innovation, and growth, while the neutral light gray and beige tones convey professionalism and sophistication. Small pops of burnt orange add a touch of warmth and energy as a complementary contrasting color. I sourced high-quality brand imagery for the website that showcases collaboration between innovators and legal experts. These visuals are consistent with the overall brand identity and complement the logo.
• Brand Voice: A clear, concise, and informative brand voice was developed specifically for website content and client communication. It emphasizes Montgomery & Lee's expertise while avoiding overly legal jargon.
• Website Copywriting: Comprehensive website copy was created that outlines Montgomery & Lee's full range of IP services and explains the benefits of securing intellectual property. I utilized clear language, action verbs, and client-centric messaging while avoiding using a pushy sales tone.
• Website Design: I designed a user-friendly and visually appealing website for Montgomery & Lee. Key features include a clean layout with prominent use of white space, intuitive navigation with clear calls to action, and easy access to contact information and service descriptions. The website design reflects the established brand color palette and imagery, creating a cohesive online presence.
Outcomes
The new brand identity and website for Montgomery & Lee have resulted in a more professional and engaging online presence. The platform effectively communicates their expertise and value proposition, attracting a wider range of clients seeking IP protection. The intuitive website design allows users to easily find the information they need and take the next step to connect with the firm.
