Avant Law is a Ottawa-based law firm focusing on human rights, labour law, and criminal defence. In the process of defining and establishing their business, partners Miriam and Daniel contacted me to help them develop a visual identity which they could use in print and online in order to promote themselves and get new clients.
In a saturated legal market, they wanted to differentiate their branding as well as their approach to law to set them apart from their competitors. Their overarching goal is to make justice accessible to people who wouldn’t normally be able to afford a lawyer, or might not want to go to a traditional law firm. With an emphasis on affordability and efficiency, these two lawyers can approach problems from an unconventional perspective, and they wanted their branding to represent that.
They knew that they wanted a bold and modern look, incorporating a bright colour with contrasting black and white. I developed a colour palette around a rich yellow, including charcoal and light grey tones, as well as a deep blue as a secondary colour. In terms of typefaces with in the wordmark, I wanted to give “avant” prominence, so I set it in Clarendon, a satisfying slab serif, and paired it with a modern sans serif (Texta) for “law.” Using a halftone image (the dots that make up a printed photograph — an effect also visible on my own site!) within the letters of “avant” gives this traditional typeface a punchy and unexpected edge, a nod to the roots of this law practice.
For the website, they knew they wanted a fairly simple and responsive WordPress site that they could add blog posts to regularly. We started with the Port theme template for the basic structure, and I customized it with the brand elements and a few modifications. The stunning photography is by Miriam’s friend Bethany Schiedel, who took their portraits and then also shot areas of downtown Ottawa that correspond to their practice areas. The overall effect is a clean, stylish, no-nonsense website that doesn’t look like other law practice sites out there!