A Comprehensive Brand and Web Redesign
On June 15, 2012, the Secretary of Homeland Security announced DACA, offering relief to young immigrants like myself. Yibirin Law Group guided us through the process, leaving a lasting impression that inspired me to help them redefine their brand and improve their website to reach other young professionals.
Proposed Project
The proposal consisted of rebranding and redesigning the firm's website. The lack of cohesive and clear branding and the website's architecture made it hard to communicate a consistent message.
The Process
I began by learning about the firm's goals and interviewed potential clients. I discovered that people generally felt overwhelmed by the amount of information presented on law firm websites. They communicated that most websites felt very formal and outdated, making it hard for younger users to connect.
The Job:
Brand identity, User Interface and Information Architecture.
Branding
Develeping a new visual identity
Logo idea and execution
As part of the brand’s redesign, a new logo was developed to convey a more modern and approachable identity for the firm. The rounded square enclosing the firm’s name symbolizes unity, support, and collaboration; core values that guide the team in achieving the best outcomes for each client. The Arimo typeface was selected for its clean, contemporary appearance and calming presence, reinforcing the firm's role as a steady and reliable partner throughout the complex immigration process. Additionally, Arimo enhances legibility across digital platforms and supports a wide range of languages with its WGL character set.
Brand Colors
Bold yet approachable, these new colors blends confidence and creativity.
The deep blue evokes trust, intelligence, and professionalism, ideal for a forward-thinking, reliable presence. Paired with the vibrant pink, the brand introduces warmth, personality, and a sense of human connection.
Together, the colors strike a balance between structure and emotion, making it feel modern and empathetic, perfect for engaging a youthful, socially conscious, and savvy audience.
Typography
Brand typography is another important aspect of branding. It helps organize written content and aligns it with the message the brand wants to communicate to customers.
We chose the Lexend family, Lexend fonts are intended to reduce visual stress and improve reading performance. Initially, they were designed with dyslexia and struggling readers in mind, but Bonnie Shaver-Troup, creator of the Lexend project, soon found out that these fonts are also great for everyone else.
Website
A New Online Precence
Homepage
Beyond aesthetics, the redesign proposal focused on significantly improving the user flow and information architecture. This involved restructuring the navigation for easier access to key services, simplifying the content layout for better readability, and optimizing the overall user experience to ensure visitors can quickly find the information they need.
Promotional Material
Ways to share the Firm’s Brand
With a new logo, a well-developed color scheme, and typography, I created a new set of products to promote the brand. From business cards and notepads to envelopes, these products are a great marketing tool that would allow us to communicate with the target audience and make them feel the firm's values.
