Attorney at Law (AAL) is a legal services platform.
SERVICES
Art Direction
Brand Voice & Verbal Style Guide
Business Cards
Color Palette
Logo Design
Photography
Collaborators
Ashley Carucci
Chris Sauve
Grey & Elle
Rebecca Kershberg
Background
Currently, AAL has connected 19,952 top lawyers across 184 practice areas with clients in need.
Founded more than a decade ago, AAL has since evolved into a highly successful platform that functions like ZocDoc for lawyers—acting as a search engine that connects clients with top-rated attorneys across the United States. Now based in Israel, AAL continues to make an industry-wide impact while serving clients across the United States.
Initially poised for a full-service rebrand, AAL intended to become a cutting-edge creative agency serving the legal industry. The vision centered around offering a la carte web services, including templated websites and plug-and-play solutions. Other offerings would’ve included logos delivered within a day and websites completed within a week, along with an internal content management system tailored for legal professionals.
Conundrum
AAL faced the challenge of modernizing a brand that was at least 15 years old. The existing site was outdated and visually stunted limited by downscaled graphics, awkward photography, and typography deafening the user experience.
The AAL team requested a refreshed identity to showcase the brand’s distinct qualities and increase the ability to stay competitive in an evolving legal industry.
The initial goal was to transform into a more dynamic agency, providing innovative services to law firms. The problem became reimagining the outdated brand alongside the new business model, which had shifted focus towards becoming a comprehensive search engine and referral service for legal professionals across various practice areas.
A-ha!
The rebranding effort for AAL focused on creating a modern and aesthetically pleasing identity, with an approachable brand to support its new business model as a top-rated attorney referral platform. We took the lead, bringing the new vision to fruition through art direction, logo and color schema, the commission of original photography, and the production of print materials and other key marketing elements.
Our team developed the copy for the brand guidelines, defining brand positioning and clarifying AAL’s mission as a service. We created a documntedstronghold for brand values, reflecting ethical and compliant practices, transparency, creativity, innovation, and quality.
Though the original plan for a full-service agency shifted, we were able to successfully transition the brand to a sleek, minimalist style aligned with the current business model. By assisting AAL with a sophisticated visual identity and clear messaging, the company now leverages its commitment to excellence to appeal to attorneys across diverse practice areas.
Supported by our rebrand, AAL continues to set the standard in the legal industry. The result is an accessible brand platform that effectively connects individuals with attorneys for all their legal needs, backed by a cohesive and professional brand well-suited for today’s world.
