Para

Para's outdated and uninspired brand was in need of a contemporary and user-friendly rebrand. During the briefing process with the client, they asked me to "think leather and mercedes benz." They asked me for design that would speak to both their sophisticated and revolutionary tech, and reassure potential users that they are trustworthy, reliable and not a radical departure from the old way of doing things. Law is notoriously slow to adapt and conservative in making any procedural changes. In response, I pulled from the imagery and motifs of old-school law firms to reassure users that Para is not going to disrupt the established ways of practicing law, but rather facilitate performing these procedures more efficiently. I wanted to communicate a respect for and adherence to the protocols, formalities and processes of law, while making it clear that, in 2020, there is a more efficient, cost effective and streamlined way of achieving the same results.

Para's outdated and uninspired brand was in need of a contemporary and user-friendly rebrand. During the briefing process with the client, they asked me to "think leather and mercedes benz." They asked me for design that would speak to both their sophisticated and revolutionary tech, and reassure potential users that they are trustworthy, reliable and not a radical departure from the old way of doing things. Law is notoriously slow to adapt and conservative in making any procedural changes. In response, I pulled from the imagery and motifs of old-school law firms to reassure users that Para is not going to disrupt the established ways of practicing law, but rather facilitate performing these procedures more efficiently. I wanted to communicate a respect for and adherence to the protocols, formalities and processes of law, while making it clear that, in 2020, there is a more efficient, cost effective and streamlined way of achieving the same results.

Para's outdated and uninspired brand was in need of a contemporary and user-friendly rebrand. During the briefing process with the client, they asked me to "think leather and mercedes benz." They asked me for design that would speak to both their sophisticated and revolutionary tech, and reassure potential users that they are trustworthy, reliable and not a radical departure from the old way of doing things. Law is notoriously slow to adapt and conservative in making any procedural changes. In response, I pulled from the imagery and motifs of old-school law firms to reassure users that Para is not going to disrupt the established ways of practicing law, but rather facilitate performing these procedures more efficiently. I wanted to communicate a respect for and adherence to the protocols, formalities and processes of law, while making it clear that, in 2020, there is a more efficient, cost effective and streamlined way of achieving the same results.