The previous branding was outdated, so the project began with a 1–2 hour client strategy meeting to uncover the brand’s voice and philosophy. Those insights guided the exploration of multiple logo directions to design a new logo that captured the firm’s professionalism, trustworthiness, and commitment to client success. Ultimately, we ended up focusing on a concept built around the letter K, using two paths to symbolize rising client satisfaction and falling debt. 



As the lead creative and designer, I developed and refined the concepts, gathered client feedback, and created a presentation deck to guide the final review and approval process.

Kaplan Law’s website current site was also outdated and fell short in design, functionality, and content organization—making it difficult to support their goal of creating a stress-free client experience. The redesigned site introduced a clean, intuitive layout, improved navigation, and strategically organized information, resulting in a more engaging, user-friendly experience for both current and prospective clients.

In addition to the website, we designed digital ads to promote the brand and drive traffic to the new site, ensuring consistency and cohesion across the visual identity. Because this was a newly developed identity, it was especially rewarding to see the brand grow and come to life across real-world applications.


We also created billboards, which is a popular channel for law firms in Chicago. These were designed with drivers in mind, using bold, concise headlines and a clear visual hierarchy for quick readability. The sleek, minimalist approach placed Kaplan at the center, reinforcing the personal, client-focused experience that defines the firm.