Brand strategy, logo design, visual brand identity, etc.

1. brand standards

2. CONTENTS This brand standards document explores
the message, visuals, and expression of your
brand.
I. Brand Message
II. Design & Visuals
III. Words & Content
IV. Live Your Brand
Brand Guidelines Conroy Creative Counsel

3. MOODBOARD
The moodboard was curated
to express the “mood” of the
brand and to inspire the
visual decisions. Many of the
visuals are inspired by the
law industry with its historic
courthouses, libraries of law
books, and classic color
schemes. We also pulled in
some Celtic/Irish influences
to honor your heritage.

4. B R A N D
M E S S A G E

5. POSITION
CORE IDEA
Conroy Creative Counsel is an online marketing agency for
the legal industry that specializes in website design.
YOUR GOAL
Along with the renaming the business, we want to move your
brand messaging away from price (which anyone can compete
on) to brand strengths that are unique to you.
HOW YO U ARE D IF FERENT
Beyond great looking websites, you offer knowledge and
expertise that is hard to find elsewhere. Law firms are secure
knowing that you have a proven process that you follow and
that your terms are transparent and fair.
TH E E ND R ES ULT
After working with you, law firms and lawyers can finally be
proud of the way they look online. The prestige and the
reputation of their firm is improved because their online
presence is up to par with their experience and knowledge.
Brand Guidelines Conroy Creative Counsel
brand message
I

6. PERSONALITY
SAGE & ROYAL
PERSO NALIT Y
ARCH ETY PE
Your goal is to enhance the success of the clients
you work with through your proven online
marketing process. You have the “Midas touch”
when it comes to law firms’ brands.
When they encounter your brand, your audience
FEELS: secure, impressed, knowledgeable,
trusting, confident.
You are:
Smart, direct
Driven
Logical, practical
Organized, detailed
Level-headed, balanced
Results-oriented
Brand Guidelines Conroy Creative Counsel
brand message
I
+

7. POINT OF
VIEW
IN TELL IGENCE AND
CREATIVIT Y ARE BOTH
IM PORTANT
You can’t out-SEO a bad site and a pretty site doesn’t necessarily
mean that it’s going to work. You need to have both: form and
function. You need to have the looks to attract the people and you
need to have the function to drive marketing goals and to attract
online traffic. The websites that we build are beauty WITH brains.
PLAN TO SUCC EED
We don’t leave the success of your projects up to creative chance.
We’ve developed a system that you’ve proven over many, many
clients that gets results. When you have a plan, work gets done.
And it gets done right.
ST RAI GHTFORWARD P ROC ES S
We don’t appreciate double-speak, hidden fees, or surprises either -
so we’ve purposefully published our pricing and our process so that
you know exactly what you are signing up for.
Brand Guidelines Conroy Creative Counsel
brand message
I

8. S M A R T
C R E A T I V I T Y
F O R T H E L A W
I N D U S T R Y
manifesto

9. UNFAIR
ADVANTAGE
YOUR ‘UNFAIR
ADVANTAGES ’ ARE:
You’re a long-standing published writer on
recognizable industry blogs (leverage this more!)
Your MBA credentials and no-nonsense style are
a perfect fit for working with lawyers
You have a history of successful client work and
testimonials that you can leverage
You have a proven system to execute great sites
& online marketing. Now, you need to tell your
potential clients about it!
Brand Guidelines Conroy Creative Counsel
brand message
I

10. D E S I G N +
V I S U A L S

11. LOGO
visual identity
These logo options were designed to fit
your new brand message and name.
Brand Guidelines Conroy Creative Counsel
II

12. PRIMARY
COLORS
visual identity
Your primary brand colors are “law library chic.”
They feel authoritative, strong, and capable. The
warmth in the brown speaks to your intelligence
and smarts. The blues are sturdy and
professional. All of the colors are timeless, which
will appeal to an industry that is slowly
acclimating to new technology and ways of doing
business.
#186275
20% 40% 60% 80%
#9AB5B3 #A74827
20% 60% 20% 60%
Brand Guidelines Conroy Creative Counsel
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13. SECONDARY
COLORS
visual identity
The bright gold offers a sophisticated pop of color to
draw attention to buttons and other “action items.”
The taupe and white are neutrals to balance out the
rest of the palette for background colors and text
colors (on dark backgrounds.)
#DBB555 #E4D9BE #FFFFFF
Brand Guidelines Conroy Creative Counsel
II

14. PATTERNS
visual identity
The patterns are inspired by your Irish heritage, but
still keep a very refined and sophisticated style. These
can be used in your print materials or very sparingly as
accents in online design.
Brand Guidelines Conroy Creative Counsel
II

15. TYPOGRAPHY
HEADLINES:
RALEWAY LIGHT
ABCDEFGHIJKLMNO
PQRSTUVWXYZ
1234567890
!@#$%^&*()
visual identity
Body: Chaparral Pro Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
!@#$%^&*()
The fonts used in your designs mix a very modern style with
a more traditional authoritative feel. They are clean and
polished. Raleway Light feels creative and modern.
Chaparral Pro feels more traditional. The mix of the two is a
metaphor for what you do every day: bring modern
technology and results to an established industry.
Brand Guidelines Conroy Creative Counsel
Accent: Chapparal Pro Light Italic
abcdefghijklmnopqrstuvwxyz
II

16. FONTS IN
ACTION
HEADLINE LEVEL 1
This is a description paragraph. It explains the purpose of the page
and describes the title to the left.
I. Example
II. Example
III. Example
IV. Example
“This is a quote from a very impressive person.”
-IMPORTANT PERSON
HEADLINE LEVEL 2
This is a description paragraph. It explains the purpose of the page
and describes the title to the left. This is a description paragraph. It
explains the purpose of the page and describes the title to the left.
Example
Example
Example
visual identity
Main font color: #00000
Links: #9b4e25
Blue accent: #829796
Headline spacing: 10-20% or 80pt
Numbers use the Roman Numeral system, which is
often used in the law industry.
Bullets are marked with a small graphic element
which feels slightly Celtic in the context of the rest of
your brand.
Brand Guidelines Conroy Creative Counsel
II

17. I M A G E S T Y L E

18. IMAGE
DO’S
visual identity
Brand Guidelines Conroy Creative Counsel
Law-based symbolism: books, scales, courthouses, etc. Mockups of designs and images that have an
air of sophistication and prestige
Images of you, the expert.
People that could be your target market working, reading,
and looking successful
When choosing images for your brand,
pick ones like these.
II

19. IMAGE
DON’TS
Brand Guidelines Conroy Creative Counsel
Images with color schemes that are way outside of our
brand’s palette
Vector or clip art images. Keep it high-end with
photorealistic or actual photography
Mockups or graphics that are overtly feminine Cheesy or low quality stock photos
When choosing images, avoid ones like
these.
visual identity
II

20. ICONS
Brand Guidelines Conroy Creative Counsel
The icons give us a modern visual style to
communicate with on the website. The
weight of the icons is similar to Raleway
Light. The design style is refined and
high-end, which is what our ideal clients
want for themselves.
Color: #9B4E25
visual identity
II

21. W O R D S +
C O N T E N T

22. TONE OF
VOICE
Brand Guidelines Conroy Creative Counsel
Content and communication from your brand should be
straight-forward, direct, and smart. You’ll back up your
claims with evidence from past clients or industry
benchmarks. Whenever possible, you’ll avoid online
marketing jargon to keep your meaning clear.
YOU’ LL SO UND
Intelligent
Thoughtful
Direct
Experienced
NOT
Casual
Wishy-washy
Too “decorative”
Jargon-filled
brand communication
III

23. BRAND
NAME
Brand Guidelines Conroy Creative Counsel
CO NROY CRE ATIVE CO U NSEL
The name… Conroy Consults wasn’t working for your brand anymore. It was
reminiscent of your MBA days before you had become a leader in the law
industry.
The new name, Conroy Creative Counsel speaks directly to your intended
audience: lawyers. It keeps your name in it, which speaks to the personal care
you give each of your clients. It then marries the two aspects of your work:
Creativity + Knowledge.
brand communication
III

24. WORD
BANK
You’re the best lawyer for the job.
You’re not like every other lawyer.
Be seen as the leader you are.
Transparent & fixed pricing
Value-based investment
No surprises
Reputation
Modernize your firm
Measurable results
Look great online
Organized
Smart and creative
Brand Guidelines Conroy Creative Counsel
brand communication
III

25. TAGLINE
smart online marketing for law firms
OT HER OPTIONS
Your legal reputation builder
We know law firms. And websites.
You’re not like other law firms. Does your website look
like you are?
Upgrade your Law Firm Online
Smart creativity for law firms
Experts in Law Industry websites
Brand Guidelines Conroy Creative Counsel
brand communication
Your tagline is a “catch phrase” that describes
your work to others at a glance. It can also be used
as your main headline on your website.
III

26. STORIES
LOW TO HIGH ORIGIN STO RY
Your low to high origin story is how you came out of your
MBA and realized how much you could help law firms online.
Share a quick anecdote of a “wrong turn” (starting working in
a different industry, or doing what everyone else was doing
by focusing on SEO, or whatever the case was in the
beginning…) and what your turning point was. End the story
by sharing the high point you are on now (# of clients you
work with a year, total number of sites launched, etc.)
T HOUGHT LEADE RS HIP
Your brand is built on the marriage of style with substance.
Keep sharing your knowledge in every capacity that you can,
specific to the law industry. Writing, speaking, etc — you are
the expert. Keep being the expert.
C LIENT R ES ULTS
Telling your clients’ stories of transformation is going to be
an incredibly important piece of your brand. Show the results
of your work in the stories of real clients.
Brand Guidelines Conroy Creative Counsel
brand communication
III

27. L I V E Y O U R
B R A N D

28. ACTION
STEPS
UPDATE YOUR WE BSITE &
EXISTING DESIGNS
Use the new brand fonts, logo, colors, etc to update all of
your brand touch points.
S CHED UL E A PERS ONAL
B RAND PH OTOS HO OT
I’d love to see updated headshot of you… looking
authoritative, expert-like, and in your brand colors. (This may
need to wait until after baby…)
MOVE FOC US FROM PRICE
TO EXPERIENCE
Add a section on your homepage and on the services page
that talks about the process that you take each client
through. Take a prospect client through a project step-by-
step so they are confident in moving forward.
CAPTURE CLIE NT RESULTS
Beyond testimonials, build in a process of capturing your
clients “before” and “after” states. It would be powerful ‘data’
that you could leverage in future marketing because it proves
your impact.
Brand Guidelines Conroy Creative Counsel
brand communication
IV

29. BRANDEMIES
IDEA ENEMIES
Style or substance without the other
Obeying the whims of creative notion (working
without a plan)
NOT TO DO L IST
Lead with price as your distinguishing factor
WE ARE NOT
An SEO or tech-focused firm
The cheapest option
Brand Guidelines Conroy Creative Counsel
brand communication
IV

30. Q U E S T I O N S ?
kaye@kayeputnam.com