Justin Prno
— Scharf Estate Law

is a Creative Director

plays video games

is a father of two

lives in Ottawa

is a slow runner

is a Creative Director

Work

&

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Estate law done differently

Scharf Estate Law

Visual Identity

Web Design

Graphic Design

Lawyers as a whole don't necessarily have a reputation in being approachable. David Scharf wanted to change that reputation, one will at a time.

Background + Objectives

Crafting an estate plan is a complex and personal journey for many individuals and families. Recognizing the deeply emotional nature of this process, Scharf Estate Law was founded to offer a distinctive approach that goes beyond the typical legal experience. In a field where personal connection is often overlooked, Scharf Estate Law aimed to stand out by weaving a unique personal narrative into its brand identity.

Brand Development

During the brand discovery phase, it became evident that the key to differentiation lay in tying the brand intimately to Dave Scharf and his personal attributes. We were inspired by a poignant story from Dave's past, where he helped a man bring his niece and nephew from the Democratic Republic of Congo to Canada. The man's words, "A parent needs to be as strong as an elephant. They need to lift life’s burdens off their children, put them on their own shoulders, and carry them," became the foundation for the identity design.

Family Coat of Arms were a major inspiration for the logo direction

Identity design

Elephants, symbolizing strength, loyalty, and family, were chosen to represent the firm. A contemporary monoline design featuring a mother and baby elephant was crafted, reflecting the nurturing essence of older generations guiding younger ones—a metaphor at the core of estate planning. The choice of a more traditional serif font for "Scharf" with the more modern elephant mark aimed to balance legacy with Dave's accessible and friendly approach.

Primary logo

Secondary logo

Logo badge

Paired with the elephant mark, is "Scharf" in a traditional serif that the mother and baby elephant are moving towards. This visual motif is meant to represent Scharf Estate Law guiding families through the estate planning journey. The juxtaposition of a modern mark with a more traditional type may seem an odd choice, its purpose is to represent the legacy and tradition of practicing law, with Dave's more accessible and friendly approach to practicing estate law.

Implementation

With the brand identity established, a traditional marketing materials package was developed, including business cards, letterhead, and a website. Recognizing the landscape where few law firms exclusively practice estate law, a strategic focus on search engine marketing and organic search was adopted. The website was designed with user-friendly navigation, emphasizing ease of access to key information and a seamless consultation sign-up process.

The website design played with a juxtaposition of traditional law firm colours and contemporary user interface elements. Lithograph-style illustrations of elephants paired with diverse family-centric photography added a unique touch, reinforcing the brand's approachability and inclusivity. This blend of tradition and modernity created a distinctive and memorable online experience.

"Great experience. Personal. Great attention to detail. Justin will ensure your vision comes to life."

David Scharf, Founder and Lawyer

results + Outcomes

Upon the launch of Scharf Estate Law, visitors praised the website's user-friendly design and its departure from the conventional approaches seen in other estate law firms. The storytelling behind the brand, particularly the significance of the elephants, resonated with clients, reinforcing its appropriateness for both estate law and Dave's approach.

The project successfully achieved its goals, as evidenced by positive feedback and the brand's growing recognition. As Scharf Estate Law continues to expand, the thoughtfulness and meaning embedded in the brand contribute to building lasting brand equity and a growing clientele.

Visit Scharf Estate Law

Project Shoutouts:

Pink Robot Development

web development

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©{year} Justin Prno. If you like the work, let me know. Please don't steal it.