branding

BRIEF
D|R Welch, a California law practice, specializes in the touchy and ever-evolving subject of medical marijuana legality. Rather than fall into the sea of trite imagery that typically accompanies such businesses, they wanted to develop a brand that conveyed modernity and professionalism. As a result, they would be perceived as a reputable and trustworthy from those seeking their legal services. I was head designer on this project while at Wallrich Creative Communications.

CONCEPT
After much ideation and refinement, I arrived at a clean wordmark that emphasizes their name, with some extra personality. The negative space does a lot of work in the first part of the logo, allowing for minimalism that doesn’t sacrifice visual interest for a clean aesthetic. The result works well in a modern environment, using a humanist typeface instead of a geometric alternative, to help the brand maintain character while remaining professional. The color selection became more vibrant than a typical law firm, but as such puts D|R Welch outside of the mold to further enhance a public perception of forward-thinking.

fails
The finished logo was the winner of multiple ideations.

sketching
The mark was refined with a fine-tooth comb, ensuring all forms, spacing, and typography were properly set.

colors
Multiple spot color combinations were presented to the client, each of which was chosen for personality and uniqueness.

final
D|R Welch’s final logo and color selection.

identity
A brand guide was created to ensure assets would be consistent across various platforms and medium.