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MD Law

Brand Identity System

I was contacted by a fledgling law firm in yellowknife. They said there was more than enough work to go around, but that they were seeking to make themselves the number one go-to firm in family law.

 

After evaluating their competitors, I gleaned that most of the law-related design in the Northwest Territories was very hokey… cartoonish illustrations of the inkushuk and inuit tribal design. I sought to create something that would be very refined, professional and no-nonsense. My clients wanted their design to say, "we are reliable, and we will take you all the way." I developed a blue and grey palette with clean lines and a balance of bold strength and gentle humanism in typography. Included in this identity development was a brandmark, advertising campaign, stationery and website.