The initial concept was simple: create a website that represented a young, unconventional lawyer suitable for use in an industry known for its dry and corporate aesthetic. While designing this in collaboration with Janessa Rae, we found ourselves deciding not to design this like a typical lawyer's website, and how the Alles Law title would be represented.

Ultimately, we felt the colorful one-page scroll with powerful images represented our client’s personality perfectly while still providing the professional look that the industry demands. The fact that our brand refresh allows for a great deal of flexibility in creating extensions of the brand played a big role in its selection as well. Since most extensions will be print, the flexibility to transform this mark into patterns and iconic peripheral layouts will serve the client well in the future.

Typography

The typography chosen sets the mood for neutrality and trustworthiness. The title, Alles Law, is set in Avenir. The linear sans creates a sensible typeface for its name without losing a sense of authority and assurance.

The body text is set in Source Sans Pro. Because the firm's main audience is ages 50+, Source Sans Pro was chosen for it's more generous width than many other comparable gothics. It has shorter majuscule letters, combined with minuscule letters with longer extenders—creating a more pleasant reading texture in longer text passages for the older readers, while maintaining necessary professionalism. Source Sans Pro is also a great workhorse font for the future applications that will come in print and on the web.

Work completed in collaboration with Proxy Communications.