Lillian
Rooted in Asheville | Serving clients domestically & internationally.
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Legal Search & Advisory
The Traber Group
Creative Direction · Brand Identity · Web Design & Development · Copywriting | 2025
Overview
The Traber Group partners with the nation’s top law firms and attorneys on career-defining transitions and strategic growth. When they approached me, the firm had only a name and a reputation, no visual identity, no website, and no unified presence. The goal was to create a brand that reflected their clientele: refined, modern, and quietly confident.
We began with a complete brand build, defining their positioning around excellence, discretion, and insight. The identity balanced the gravitas of the legal world with editorial clarity, a refined wordmark, minimalist monogram, and timeless typographic system rooted in precision and restraint.
The Process & Result
From there, I designed and developed a 15-page website that served as both a showcase of expertise and a conversion tool. Each page was crafted to guide two audiences: law firms seeking strategic placement and attorneys pursuing meaningful career moves. I wrote all on-site copy, combining industry expertise with a human, accessible tone. A monochrome palette, structured grid, and subtle motion brought poise and confidence to every interaction.
Beyond the website, I built a full suite of brand collateral, presentation decks, social templates, stationery, and internal documents, all supported by comprehensive brand guidelines. The result was a cohesive, enduring brand system that conveys credibility, discretion, and quiet sophistication.
The result is an identity that speaks in the same tone as the firm itself: measured, intelligent, and enduring. A digital presence that matches the caliber of its clients, leaving a lasting impression. Most importantly, An identity that redefines discretion and excellence in modern legal search.
