Project Overview

As part of Shapes' retainer clients, I completed a brand refresh for AY Business Law and created design mockups showing examples across their marketing channels and print assets.

Phase 1: Brand Refresh Elements

The brand uplift focused on four key areas:

• A redesigned logo keeping in the feather.
• Custom patterns
• A vibrant colour palette requested specifically by the client.
• Updated fonts.

Phase 2: Mockups

I developed practical mockups based on the clients existing marketing assets.

• Informational pamphlets
• Website redesign concepts
• LinkedIn post templates
• Exhibition stand designs

These mockups served as a visual guide, allowing the client to apply their new identity consistently despite budget constraints that prevented full-scale assistance.

Design Challenges & Solutions

1. Balancing Vibrancy with Accessibility
   I carefully selected bright colours that satisfied the client's preference while ensuring they met web accessibility standards for text legibility and contrast ratios.
2. Breaking Industry Stereotypes
   I deliberately avoided the formal, traditional aesthetics of legal firms to create a brand that represented the client's personality and approach.
3. Colour Application Strategy
   I developed guidelines for using the vibrant palette in controlled ways that looked professional while avoiding viewers being overwhelmed.

The brand refresh successfully balanced the client's desire for a bold, distinctive identity while remaining professional and accessible.