Work
FirstCall
Brand identity, extending across website design and digital platforms.
Client
FirstCall
Type
Brand Strategy
Year
2025
Duration
4 Months
Project
FirstCall is an Ireland-based alternative legal services provider supporting in-house legal teams, law firms, and private clients with flexible, cost-effective legal solutions. As a startup with no existing presence, they required the creation of a complete brand and digital experience from the ground up.
My role involved:
Led the brand development from concept to execution, including logo design, colour palette, typography, and overall imagery style
Designed the website end-to-end, covering information architecture, schema creation, wireframing, and interactive prototyping
Managed the bug-herding process to identify, track, and resolve usability and functionality issues prior to launch
Developed portal design solutions by analysing user types and platform needs, shaping intuitive navigation through client interviews, user flows, and wireframes
Presented final design solutions to the client, clearly communicating rationale and responding to feedback professionally
Project
FirstCall is an Ireland-based alternative legal services provider supporting in-house legal teams, law firms, and private clients with flexible, cost-effective legal solutions. As a startup with no existing presence, they required the creation of a complete brand and digital experience from the ground up.
My role involved:
Led the brand development from concept to execution, including logo design, colour palette, typography, and overall imagery style
Designed the website end-to-end, covering information architecture, schema creation, wireframing, and interactive prototyping
Managed the bug-herding process to identify, track, and resolve usability and functionality issues prior to launch
Developed portal design solutions by analysing user types and platform needs, shaping intuitive navigation through client interviews, user flows, and wireframes
Presented final design solutions to the client, clearly communicating rationale and responding to feedback professionally
Project
FirstCall is an Ireland-based alternative legal services provider supporting in-house legal teams, law firms, and private clients with flexible, cost-effective legal solutions. As a startup with no existing presence, they required the creation of a complete brand and digital experience from the ground up.
My role involved:
Led the brand development from concept to execution, including logo design, colour palette, typography, and overall imagery style
Designed the website end-to-end, covering information architecture, schema creation, wireframing, and interactive prototyping
Managed the bug-herding process to identify, track, and resolve usability and functionality issues prior to launch
Developed portal design solutions by analysing user types and platform needs, shaping intuitive navigation through client interviews, user flows, and wireframes
Presented final design solutions to the client, clearly communicating rationale and responding to feedback professionally
Branding
The FirstCall brand was created to challenge traditional perceptions of the legal sector by introducing a soft, pastel colour palette that moves away from the intensity often associated with law, creating a more inviting and human-centred presence. This approachable tone is reinforced by the abstract, fluid logo, which forms the initials “F” and “C” while also suggesting a pathway . Symbolising FirstCall’s role in guiding clients clearly through complex legal journeys. The typography supports this balance of authority and warmth, with Nesia Sans chosen for its strong geometric structure, softened by open counters, rounded edges, and carefully balanced proportions.
Branding
The FirstCall brand was created to challenge traditional perceptions of the legal sector by introducing a soft, pastel colour palette that moves away from the intensity often associated with law, creating a more inviting and human-centred presence. This approachable tone is reinforced by the abstract, fluid logo, which forms the initials “F” and “C” while also suggesting a pathway . Symbolising FirstCall’s role in guiding clients clearly through complex legal journeys. The typography supports this balance of authority and warmth, with Nesia Sans chosen for its strong geometric structure, softened by open counters, rounded edges, and carefully balanced proportions.
Branding
The FirstCall brand was created to challenge traditional perceptions of the legal sector by introducing a soft, pastel colour palette that moves away from the intensity often associated with law, creating a more inviting and human-centred presence. This approachable tone is reinforced by the abstract, fluid logo, which forms the initials “F” and “C” while also suggesting a pathway . Symbolising FirstCall’s role in guiding clients clearly through complex legal journeys. The typography supports this balance of authority and warmth, with Nesia Sans chosen for its strong geometric structure, softened by open counters, rounded edges, and carefully balanced proportions.
Website
The website was designed as a clear extension of the FirstCall brand, prioritising usability and intuitive user journeys for both legal professionals and clients. Careful consideration was given to different user types and how they interact with the site, with thoughtful information structure, organised layouts, and clear content hierarchy helping users navigate services confidently through a clean, professional interface.
Website
The website was designed as a clear extension of the FirstCall brand, prioritising usability and intuitive user journeys for both legal professionals and clients. Careful consideration was given to different user types and how they interact with the site, with thoughtful information structure, organised layouts, and clear content hierarchy helping users navigate services confidently through a clean, professional interface.
Website
The website was designed as a clear extension of the FirstCall brand, prioritising usability and intuitive user journeys for both legal professionals and clients. Careful consideration was given to different user types and how they interact with the site, with thoughtful information structure, organised layouts, and clear content hierarchy helping users navigate services confidently through a clean, professional interface.
Portal Designs
The client and lawyer portals were designed to streamline communication and case management, featuring secure messaging, document handling, progress tracking, and support for multiple matters. UX was stress tested using a range of client and case examples to ensure all features worked smoothly, refining user paths for a simple, intuitive experience that reduces friction and builds confidence throughout the legal process.
Portal Designs
The client and lawyer portals were designed to streamline communication and case management, featuring secure messaging, document handling, progress tracking, and support for multiple matters. UX was stress tested using a range of client and case examples to ensure all features worked smoothly, refining user paths for a simple, intuitive experience that reduces friction and builds confidence throughout the legal process.
Portal Designs
The client and lawyer portals were designed to streamline communication and case management, featuring secure messaging, document handling, progress tracking, and support for multiple matters. UX was stress tested using a range of client and case examples to ensure all features worked smoothly, refining user paths for a simple, intuitive experience that reduces friction and builds confidence throughout the legal process.
Related Works
