HelloLegal is a new type of legal services company. They approached us with an interesting challenge: building a consumer focused legal services brand that empowers consumer choice and deemphasizes lawyers.
The brand needed to stride a fine line between establishing trust and communicating key differentiators of its disruptive model.
Our process began with an investigation of logo, an effort to identify a unique element that captured the personality and the friendliness of the team. The result, the paper airplane mark, was enthusiastically accepted by all. Set in meta, the font face for HelloLegal is humanistic and approachable while retaining elements of formalism that engender trust.
Other explorations present in the design set are UI, mobile display, splash pages/capture page, and storytelling.
“HelloLegal is a startup: Brand, Product, and Story.”