Gershcel Law, an education law practice based in New York City, is on a mission to help students access all of the services they’re entitled to under Individual Education Programs (IEPs) and similar programs. To date, they have focused on a single target demographic and the practice has grown via word-of-mouth and referrals. However, they want to expand their practice and represent students from communities that do not have the resources, social standing, or awareness to stand up for their educational rights—namely those from economically-challenged boroughs in New York City.
They requested a brand and website dedicated to this line of business that is separate from their main site, gerschellaw.com. This micro-site was meant to be a lightweight marketing web-page highly targeted to the IEP audience. Necessary elements included: home page, about us page, blog page, and lead generation form.
After researching the demographic, speaking with the client, and examining similar brands, it became clear that I was aiming for an accessible brand that toed the line between friendly resource and legal legitimacy.
I selected a color palette, paired font choices, and created a simple wordmark that nods to the fact that NYC IEP Advocacy is an educational service. I also sourced stock photography and designed custom graphics.
Working within the company’s preselected platform, Squarespace, I chose a template and customized the styling information on the backend. I added in the content and adjusted the formatting when needed. Additionally, I designed a form in Typeform that seamlessly aligned to the brand.
