My roles: creative concepting, design direction

Avvo is the first brand of its kind, an online resource for lawyers and legal advice dedicated exclusively to legal concerns. (AKA, a legal resource for those of us who don't want to search for lawyers among local contractor listings and disgruntled IHOP reviews.) It's a great, helpful service, but unfortunately, lawyers and all things lawyer-related tend to get a bad rap.

So, we faced a challenge – brand this serious, legal-minded company without falling prey to the trappings of stereotypical lawyer stuff (think brown leather and gold embossing, simple serifs, the scales of justice, etc.). Make it friendly, but keep it respectable. The resulting brand identity is simple and memorable, but most important, accessible and unpretentious.

This was a collaborative project done at Deutsch LA. Props to one of the talented designers who played a strong role in crafting the final wordmark and style guide, David Jung.