Company: Conflare Studio
Role: Art Director, Senior Designer
Client: Focal Law
Big law isn’t always the best solution for big legal needs. Focal Law has ditched the fancy suits and shiny offices for a stripped back, agile practice that focuses on people and problem-solving.
Services:
Hand-lettering
Print Design
Photo styling
Art Direction
Web Design
UX & UI Design
In happy collaboration with:
Timeca Briggs, Creative Director; Randy Steiger, Technical Developer; Julie Impola, Lead Developer; Miriam Roth, Copywriter;
Focal Law
2016
Far from the stuffy suits that most folks expect in law firms, Focal Law prides themselves on being down-to-earth, responsive industry veterans. When Focal came to Conflare, they were unhappy with their current site, which was falling flat, and asked for a new marketing website design. Instead, we pitched a brand redesign which would speak to their humanity and agility more clearly. As a result, the new design attracted their target demographics of both large businesses and smaller companies, like startups or tech industry professionals. They were able to grow their client list by 40% post-launch, and double the size of their team.
I was responsible for creating and selling the client on the concept for the final site. I art directed the image styles and collaborated on the creative brief. I co-led responsive designs with the lead developer, led the UX & UI design of the site (including a complex blog search feature) and created five custom hand-lettered alphabets for use on branding materials.
Custom vectored hand-lettered alphabets that I created for the Focal site.
As part of the brand launch, I led the design of trade show materials — three tall retractor postcards, a looping powerpoint, letterhead, envelopes, mailing labels, swag, business cards and a tablecloth
