Law Firm Branding:
Tarot Illustrations

Okay, so I actually know nothing about how tarot works. But I’ve always been in love with the visuals—there’s something so dramatic, bold, and engaging about those illustrated cards. So, I thought, why not give them a modern twist?

Introducing the first installment of my 'Legal Branding Tarot Series,' where I’ve reimagined and illustrated iconic tarot cards through the lens of legal branding and marketing.

Each card is meant to be a blend of visual storytelling and actionable advice.

Whether your firm’s brand is crushing it (The Bold Refresh) or crumbling under the weight of its own PDF brochures (The Invisible Firm), there’s a card for every stage of your branding journey.

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The Bold Refresh

Inspired by The Star.

  • Renewal, clarity, inspiration, purpose.

  • You’ve embraced change and let go of outdated ideas. Your brand feels fresh, modern, and unmistakably you. The Bold Refresh is the result of a clear vision and thoughtful strategy—it’s not just a visual upgrade; it’s a full transformation. Clients are drawn to your authenticity, clarity, and confidence. You’re no longer just another firm in the mix; you’re the firm they remember.

    • Your rebrand is working, and people are noticing.

    • Your messaging is clear and resonates with your ideal audience.

    • The confidence you’ve gained from your brand’s evolution is translating into real momentum.

    • You might be overcomplicating your refresh—too many bells and whistles can cloud your message.

    • There’s a risk of losing sight of your brand’s core identity in the excitement of reinvention.

    • The refresh might be half-baked—make sure every element aligns with your strategy.

    • Keep it simple and intentional. Every element of your refresh should have a purpose.

    • Stay true to your firm’s values while embracing modern, relevant design and messaging.

    • Use your brand’s clarity to build trust—clients will sense your confidence and align with it.

The On-Brand Client Journey

Inspired by The Chariot

  • Direction, control, strategy, momentum.

  • The On-Brand Client Journey is the embodiment of a smooth, purposeful path that takes clients from curiosity to trust without a hitch. This card represents strategic alignment, where every touchpoint—your website, social media, emails, and more—works together seamlessly to create a consistent and compelling experience.

    Like The Chariot, this card emphasises balance and direction. When your client journey is cohesive and intentional, it drives momentum, guiding clients naturally toward working with you. But stray too far off the path, and the journey becomes a bumpy ride.

    • Your brand’s touchpoints are working together harmoniously, building trust at every step.

    • Clients feel supported and confident as they move through your funnel—from first contact to signing on the dotted line.

    • The journey feels effortless, leaving clients with a sense of ease and assurance.

    • Your client journey feels fragmented or disjointed—clients are getting lost along the way.

    • Inconsistencies between touchpoints (like mismatched tone or unclear next steps) are causing confusion and hesitation.

    • You’ve neglected to align your strategy, and it’s leading to missed opportunities or frustrated prospects.

    • Map the Journey: Outline every step your client takes, from first interaction to final commitment. Are there gaps or hurdles that might slow them down?

    • Align Your Touchpoints: Ensure your messaging, visuals, and tone are consistent across all channels—so clients feel like they’re working with the same brand every step of the way.

    • Make It Intuitive: Your website should guide clients effortlessly, with clear calls to action and easy navigation. Confusion is the enemy of trust.

    • Test the Path: Walk the journey as if you’re a potential client. What works? What feels clunky? Fix the bumps.

The Refresh You Need

Inspired by The Tower

  • Transformation, upheaval, necessary change, rebuilding.

  • The Refresh You Need is the branding equivalent of a wake-up call. Things have been crumbling for a while—outdated visuals, inconsistent messaging, a website that feels more retro than relevant. And now, it’s all coming to a head.

    But here’s the silver lining: this chaos is a gift. The Tower teaches us that transformation often begins with destruction. The Refresh You Need isn’t just about fixing cracks in the foundation; it’s about rebuilding stronger, more intentionally, and with a clear vision for the future.

    • Your brand is no longer serving you—it’s confusing your audience or holding you back.

    • A complete overhaul might feel overwhelming, but it’s necessary to stay relevant and competitive.

    • Transformation isn’t just an option; it’s inevitable. Embrace the change.

    • You’re resisting the refresh, clinging to outdated elements out of fear or nostalgia.

    • Partial efforts (like tweaking your logo but ignoring your messaging) won’t solve the deeper issues.

    • The longer you delay the transformation, the harder it will be to recover your momentum.

    • Start with strategy. A refresh isn’t just about aesthetics; it’s about aligning your brand with your goals and audience.

    • Be bold. The Refresh You Need is your chance to make a statement and redefine your firm’s identity.

    • Embrace the process. Change feels chaotic, but it’s an opportunity to create something that reflects who you are today—and where you’re going tomorrow.

    • Rebuild with intention. Every element of your new brand should serve a purpose and align with your vision.

The Cliche Logo

Inspired by The Fool

  • Naivety, misguided choices, unintentional humour, potential for growth.

  • The Cliche Logo is a symbol of branding missteps—a gavel clipart straight out of the ’90s, a typeface that screams “quirky,” or a color palette that clashes harder than a courtroom debate. It’s not that you didn’t try; it’s that you didn’t quite land. The Cliche Logo reminds us that first impressions matter, and an outdated or mismatched logo can unintentionally undermine your credibility.

    But take heart: every Cliche Logo holds the promise of reinvention. Like The Fool, it’s a starting point. With the right effort, what feels like a misstep can become a stepping stone to something extraordinary.

    • Your logo might feel nostalgic or “good enough,” but it’s no longer communicating the level of professionalism you need.

    • There’s potential for reinvention—don’t fear the process of change.

    • A misstep doesn’t define you. It’s just an opportunity to refine.

    • You’re holding onto a logo that’s actively harming your brand perception.

    • Ignoring feedback or brushing off design updates as “unnecessary” could lead to missed opportunities.

    • The lack of alignment between your logo and your brand identity is confusing your audience.

    • Accept that your logo may have served its time and purpose—it’s okay to let go.

    • Invest in a professional rebranding process to ensure your logo aligns with your brand’s values and audience.

    • Focus on timeless, versatile design—your logo should look just as sharp on a website as it does on a business card.

    • Don’t overthink it. The best logos are simple, memorable, and reflective of your firm’s personality.

The Invisible Firm

Inspired by The Hermit

  • Isolation, stagnation, irrelevance, introspection.

  • The Invisible Firm is a brand stuck in the shadows, clinging to outdated visuals and messaging. While others evolve, you’ve been left behind, becoming almost invisible in a competitive market. Your clients aren’t engaging, and prospective leads don’t even notice you. It’s not malicious neglect—it’s just that time has quietly passed you by.

    But all is not lost. The Invisible Firm carries the potential for transformation. With the right introspection and strategy, this period of stagnation can become the foundation for a meaningful reawakening.

    • Your brand has grown outdated and feels disconnected from today’s clients.

    • There’s an opportunity to pause and reflect on who you are and what you want your brand to convey.

    • You’re in a critical period where inaction could lead to irrelevance.

    • You’re resisting change, clinging to “the way things have always been.”

    • Fear of updating your brand may be holding you back from growth.

    • Invisibility is no longer just a quiet phase—it’s actively costing you clients and opportunities.

    • Conduct a brand audit to identify where you’ve fallen behind—look at your website, messaging, and client touchpoints.

    • Use this period of introspection to reconnect with your core values and audience.

    • Don’t be afraid to seek outside help. A fresh perspective can bring clarity and guide you out of the shadows.

    • Emerge with confidence—embrace modern tools, design, and messaging that align with your firm’s identity while staying relevant to your audience’s needs.

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