Year 2019
Project Description

After five years in business, Brian Prill knew what his law firm was and where it was going. He approached me to create a brand identity and logo for him with a simple instruction: he wanted to stand out from the crowd. He wanted his website and his logo to have some panache, but he also wanted his branding to be clear and immediately reach his target audience — busy people with serious legal needs. I created a brand and a website that stands out with stark black and white details and a glossy look and feel that looks great on the web and in print.

Visit the BLP Law website →

Keep it simple
Legal issues are already complex enough

Brian Prill has operated BLP Law, a boutique corporate and securities law firm, for over five years now. He has an office in Mississauga, with an office in the heart of Toronto.

And that’s it. That’s all I can really tell you. Brian’s clients are all confidential, and he can’t really discuss them publicly — so neither can I.

You can imagine the challenge. Developing the identity for a legal firm without talking about their work would be like me, as a designer, having a website that didn’t show off any design work. Which is to say: it’s very difficult.

BLP’s identity had to be strictly about style. He wanted to look a little different from all the other law firms in the city, and I was inclined to agree.

So I carefully selected a great typeface — one that nobody else in the industry was using (Acumin, from Robert Slimbach). That type was flexible, and allowed for all sorts of different applications and intents, like the banners you’ll see below.

After that, we settled on a black and white colour scheme — with just a dash of red on the website. It just worked with the non-traditional visual style. Every time we added colour, we added a level of complexity and lost the air of professionalism that black and white gave BLP Law.

A bold website
Using type to get somebody’s attention

On the website, I pursued an unusual visual direction. Because of the private nature of his relationships with his clients, Brian’s site doesn’t have testimonials. It doesn’t have case studies. It can’t have those things (believe me, we talked about it at length).

Instead of grids of photos or case studies, or even large pull quotes with testimonials, I had to go the opposite direction. Brian’s website features large, bold type below to try and attract the reader’s attention.

When images won’t suffice, type will.

Screenshots of the BLP Law website on mobile and desktop

What’s next?
Thinking about the future

Brian and I knew that his website had to serve the long-term needs of his business. With that in mind, his website comes fully equipped with case studies and blogging features. In the future, Brian can easily add more content to his website.

In the meantime, though, Brian’s new website and branding is already a success. Brian’s told me that the comments he gets on his branding and website echo many of the goals we had during the design and development phase. While Brian’s website and brand are still brand new, we know we’re on the right track.

Visit the BLP Law website.