Practus, LLP is a full-scale virtual law firm that operates in both the United States and Argentina. Since 2018, the firm has been reshaping the way legal services are delivered and consumed for corporate, commercial, and personal matters. Prior to redesigning their website, Practus wanted to refresh the look of their logo, without doing a full redesign.
As lead designer, I helped develop micro-adjustments regarding the kerning of the logo typeface to be tighter and have a heavier font-weight, which made their logo more legible, especially when it is resized smaller. I also updated their color palette to be more of a warmer tone of teal color family, so that it helps evoke their friendly and inviting brand personality, where as their previous brand colors felt too cold and corporate.
One of the characteristics that Practus wanted in it's brand identity was to convey trust. I incorporated triangular graphics into Practus' brand identity, after researching that they are an effective representation of the delta symbol commonly associated with "the defendant" in the legal context. This shape alludes to the dedicated attorneys and paralegals who work tirelessly to defend their clients and uphold justice. The use of triangles not only communicates a strong and powerful message, but also adds a visually appealing element to the brand's overall aesthetic.
Together with the strategy team, we devised a plan to enhance trustworthiness of the brand by emphasizing the human element of the company through the use of imagery featuring people from the organization. We thought it would be important to show off the real people who work there by using pictures of them throughout their marketing materials. We made sure to choose photos that really capture their friendly and approachable personalities, so that customers feel like they're dealing with actual humans, not just some faceless company.
The goal for the Practus website was to create a website that not only looks great, but also showcases the unique backgrounds and areas of expertise of each attorney, so I designed the site to have an easy, delightful user-friendly experience for clients, existing attorneys, and new recruits to use.
We started the Practus redesign by first conducting an environmental scan of their current competition, as well as conducting extensive interviews with partners and team members to ensure that their goal aligned with the vision they had in mind for the site redesign.
Our approach involved creating a dedicated landing page for each attorney and making it accessible for potential clients to easily find the appropriate practice areas, industry expertise, and location. This allowed us to offer current and potential clients a comprehensive and user-friendly experience tailored to their specific legal needs.
Given that Practus is a virtual law firm, it was important to prioritize the attorneys and highlight their expertise on the website, as well as their staff who manage the firm. The main focus was to make their biography pages to be more approachable and accessible, while also providing easy ways to share information and get in touch with the attorneys and the team supporting them. The end result captured the essence of the Practus community in a way that is both personal and professional, creating a website that was both informative and engaging.
