SOFTWARE
Adobe Acrobat
Adobe InDesign
Adobe Illustrator
Adobe Photoshop
Microsoft Office
Wix Website Builder
MY ROLE
Independent Brand & Visual Designer
UI/UX Designer
Web Designer
DELIVERABLES
Brand Identity System
Logo Design
Marketing Materials
Print Design
Client Communication Templates
Website Design
TOOLS & CREDITS
Envato Elements (licensed subscription assets & mockups)
PROJECT OVERVIEW
Strategic Estate Planning is a boutique estate planning law firm brand created to transform a complex legal process into a clear and approachable client experience. Inspired by the idea of estate planning as strategic puzzle solving, the brand reflects the careful organization, planning, and personalized guidance required to protect a client’s goals during life and after death.
The project included the development of a complete visual identity system across client communications, marketing materials, print applications, and a customized website experience designed to communicate trust, expertise, and thoughtful planning.
Magazine advertisement.
Visual standards and design direction.
CREATIVE DIRECTION
The visual direction balances professionalism and approachability through refined typography, structured layouts, and a modern editorial style. The identity was designed to create confidence while making complex estate planning concepts easier for clients to understand.
Each application was developed as part of a cohesive client journey — from initial information gathering and engagement documents to educational resources, marketing materials, and digital experiences. The final system creates a consistent and trustworthy brand presence across every client interaction.
PROCESS
Because Strategic Estate Planning is my law firm, the goal was to create a professional visual identity that I could use across my actual business. I began with the logo, developing a puzzle-piece concept to represent both strategic thinking and the way I view estate planning: bringing individual pieces together to create a complete plan. I paired the mark with a limited, calming blue palette to create a sense of clarity, trust, and professionalism.
Before expanding the identity, I tested the logo in my email signature and asked several clients for their impressions. Once the direction was established, I applied the identity to the materials I use most often, including a client questionnaire, engagement letter, invoice, and client handout. I later extended the system to a conference brochure and a simple, professional website designed to make the firm easy to navigate while maintaining a consistent brand experience.
Logo Sketches.
GALLERY
Website experience designed and customized in Wix to introduce Strategic Estate Planning services while guiding visitors through complex legal concepts with clarity and confidence. The website combines strategic content organization, approachable messaging, and intuitive navigation to create a professional digital experience for prospective clients.
Client questionnaire.
Page 1 of client engagement letter.
Invoice template.
Example client estate planning walkthrough template.
Conference brochure.
Let's create a memorable company.
CONTACT ME