PORTFOLIO: Mark Edwards Law
Mark Edwards is a Utah attorney, and came to me in need of a website and complete branding. While Mark has been in practice for a few years, he knew he needed a website and professional brand to start attracting his ideal clients and grow his business. The brand needed to be perceived as approachable, while professional with a bit of personality. Mark knew he didn't want a "stuffy old lawyer" look, but rather one that joined a modern aesthetic with a timeless classic. So we got to work and created a brand that works brilliantly for Mark as he grows his practice.
MOOD BOARD
Our project started out with the mood board and color palette. The goal with this first deliverable was to create a visual basis for us to build off of. This mood board helped to establish an aesthetic we could both agree on as ideal for the brand. The color palette features several neutral greys, with a subtle pop of deep orange to add visual contrast and interest. The navy adds a sense of authority and trust, while the neutrals help to round out the palette. I love that this brand has a very classic feeling, while giving it a pop of interest with the orange hue that isn't stuffy or boring, but also sticks to a professional aesthetic.
LOGO DESIGN + BRANDING BOARD
As with every logo design process, we started out with 3 unique concepts. After reviewing the concepts, Mark decided he wanted to go with the more artistic flair concept and chose number 2. While I loved the subtle justice scales imagery from concept 1, I think the design he chose to go with works well and accomplishes a uniqueness and approachability.
After creating the primary logo design, we moved on to the rest of the branding design and created the sub mark logo. We went with the circular design to compliment the primary logo design and give it more of a stamp/seal look. As part of the signature texture/pattern for brand, I found the original patent drawings for the justice scales and created an abstracted pattern from them. Mark loves the justice scales and the historical novelty, so this ended up being a perfect fit for the brand. We also created business cards, letterhead, a custom email newsletter template, and blog post graphics to ensure Mark could continue the branding as he blogs in the future.
SQUARESPACE WEBSITE DESIGN
After going through the kinds of features Mark would need for his website, we determined Squarespace would be a great platform for his website. Since he plans on doing a lot of blogging to help draw attention and interest to his site (+ great for SEO!), the Squarespace platform is perfect- offering an easy-to-manage solution. Complete with custom icons to represent the different services he offers, this site looks unique, professional and easy to navigate.
MARK'S FEEDBACK ON THE PROJECT
"From day one, I could tell that Ali had the creativity and innovative insight I needed to get my site to the next level. We set a timeline of events, and she stuck to it and delivered on time, every time. She listened and was able to help me see what my unique appeal was. She was able to translate that into an incredible web design that showcases not only her amazing abilities, but what is best about my brand.
The logo designs and brand imaging she created set me apart from my competitors because of the unique elements she incorporated. I would recommend Dapper Fox to anyone who wants to unleash potential they didn't even know existed."
- Mark Edwards
Attorney, J. Mark Edwards Attorney at Law— Salt Lake City, Utah