The founder brought an incredible idea to us that was unfamiliar territory at first. The legal subject matter was deeply complex to us, but the benefit of a company like this felt like a dire need for everyone. Beyond undergoing extensive research we were asked to name and brand this amazing company to humanize the process into a pleasant experience.

Advocord is a first of its kind, and its purpose-driven strategy and compassionate founder set the tone of the foundation. We invested a great amount of time in studying the legal procedures, existing processes, the involvement and outcomes of participants, and the sentiment of those who've lived it. Without understanding the experience from the consumer's perspective we'd have no clue what we were creating. Needless to say, the entire development of this brand was an educational and empathetic experience for us, which unveiled the emotive story of the brand.

Creating Advocord felt very natural once we tapped into the consumer sentiment and experience. We set out to create a brand that felt warm and supportive, which is rare in the legal space. To contrast the warmth and softness of certain brand aspects we wanted to develop a wordmark that conveyed trust through professionalism, and a typeface with custom serif details achieved it. To build personality we developed a color palette that accentuated the balance of warm and vibrant colors, and an iconography system that gave the impression of human presence.