Estate Done Right
2022
Project Scope
Brand the new estate planning entity of Petrelli Previtera LLC.
Context
Petrelli Previtera LLC was aiming for a fresh take on what is otherwise a very dull, but very necessary part of estate planning. Legal processes such as probate, power of attorney, trusts, and wills were going to be the specialties of Estate Done Right (EDR), and these practice areas were part of Petrelli Previtera’s ongoing effort to position themselves as a trusted advisor to their clients, for any and all of their legal matters throughout their lifetime. EDR needed to communicate their passion for client service, as was synonymous with Petrelli Previtera. EDR was to feel easy-to-access for everyday people who either have a lot of questions about estate planning, are avoiding it for any number of reasons, or are unaware that their estate planning required updated because of deaths, divorce, marriage, etc.
Final logo
Logo design - context
Iconography
Method
The design challenge was to make a legal entity feel gentle, holistic, optimistic, creative, and experienced. Typically design communications for law firms felt hard-hitting, glamorous, high-end, and expensive. Even other estate planning entities in the same sphere as EDR had this skew. It felt somewhat like uncharted territory to create this completely different vision for EDR, however it was also because of that factor that the direction felt right.
Design process
A type-driven logo would assist with the tight-time we had to get EDR to market. Petrelli Previtera had many clients waiting for these services and so the new practice area needed to be launched quickly to serve them. The colour palette needed to feel approachable, friendly, family-oriented, and also way different and lighter than any other estate planning entities which were dominated by dark colours.
Solution
A modernized colour palette matched with a mix of serif and sans serif fonts established the design goals very well. The logo also needed to be responsive so icons were also addressed. Setting out with the intended tone for stock photos by pre-populating a stock library was also necessary to further drive home brand voice. Nothing conveys a concept faster than photography. A complete brand guide and asset library was established for the client, as well as a phase 1 website to complete the requirements of the fast go-to-market need. A descriptive tag of “You your life. We do your plan.” drove home the essence of EDR’s values in creating ease
Results
Ultimately, the client kept the phase 1 website design, but moved the platform from Next.js to Wordpress, and chose to go a different route with their logo approx. 1 year after launch. It was not made clear as to why. Perhaps you can be the judge of whether or not the design choices fit the new firm’s requirements or not.