Project Profile:
Jason Williams + Associates
This project encompassed a comprehensive rebrand and website redesign for the private law practice of Jason Rogers Williams, District Attorney for New Orleans.
Background
The scope included a large, content-rich website with dedicated pages for each legal service, along with custom infographics, business cards, and a complete suite of coordinated stationery. The goal was to create a cohesive system that could clearly communicate expertise while supporting a wide range of client needs across digital and print.
Scope
Website | Brand Package | Logo | Iconography | Stationary | Infographics
Building the Brand
The visual identity was designed to feel refined and confident, balancing gravitas with approachability. Mr. Williams requested a sumptuous aesthetic with a sense of élan—something distinctive and polished without feeling ornate or inaccessible. That sensibility guided the typography, color palette, and layout decisions across all materials.
Colors
Gold and navy formed the foundation of the color palette, establishing a sense of confidence, authority, and refinement appropriate for a legal practice. A faded duck egg blue was introduced as a complementary accent, inspired by the painted door of a café Mr. Williams frequented in the French Quarter.
Assets
The logo is based on a compass rose, symbolizing direction and steadiness, and reflecting the firm’s role in helping clients navigate complex legal terrain with confidence. Gold accents and double-line details were incorporated throughout the system to add refinement and visual weight without excess ornamentation.
Website
The website was designed to clearly communicate the firm’s areas of practice while supporting long-term search visibility and client education. Extensive service copy was carefully translated into a more readable, well-structured format without sacrificing accuracy or depth. Service pages focus on explaining not only what the firm offers, but why and when legal representation is needed. Client testimonials and supporting graphics were integrated throughout to build trust and reinforce key messages.
