Basecamp Legal

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Holly E Design client since 2018.

Needs Supported:

  • Logo/brand identity
  • Color palette
  • Website design and development
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By elevating its brand, Basecamp Legal reaches new heights.

A staggering 100 million businesses are launched annually—said another way that’s roughly 11,000 per hour, or just over three businesses every second. With each and everyone comes the challenges of everything from entity formation and trademark questions, to compliance issues related to technology and running an online business.

Enter Adrienne Fischer and Basecamp Legal. Focused on offering legal solutions to small businesses and startups, Adrienne’s firm faced a different set of challenges faced by that of most entrepreneurs. With a growing team and client base, Basecamp’s brand was due for an update — one aligned with the diversity, boldness and the willingness to change the drives the space it lives within.

Adrienne was and is my expert resource when it comes to polishing everything from contracts to terms of service at Holly E. Design, so engaging me as her designer was a natural next step in our relationship.

A versatile, memorable, logo.

We started, as many brands do, with updating Basecamp’s logo. It was important that the new logo gave potential clients and partners the crucial first impression of accessibility and heart, while also establishing the brand as a reliable, established firm.

Adrienne came to the process with a few examples she had mocked up with a logo generator, eager to see where I could take them. I presented her with three new options, and after a about a week and a few rounds of revisions and close communication, we shaped Basecamp’s new logo. “I appreciated the follow-up and diligence” Adrienne explained of the process.

Basecamp’s new logo, with its strong typography and playful tent as an “A” reinforces the brand’s dependability while showing entrepreneurs that Adrienne and her team are there for them at the all important starting point of their businesses.

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A new color palette shines at any altitude.

As a brand, Basecamp Legal needed a color palette that nodded to the more traditional colors we’re all used to seeing legal firms use (think neutral navy blues and grays), while also feeling invigorating and modern.

We settled on a scheme of fresh gold and blue hues that will work well on signage, advertising, stationery, social media graphics, and packaging, just a few of the many uses Adrienne and I discussed.

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Making the complex feel simple with a new website.

Adrienne had first established her brand’s website using Squarespace. While the original site had done its job, it “...needed a professional makeover” as Adrienne put it. In addition to capturing details about the expanded Basecamp team, the site needed to present the firm’s many practice areas in an easy to digest way.

I took the reins in developing a website layout that did just that, while also including features to the appeal of Basecamp’s audience of forward-thinking startup leaders, such as a scheduling tool, newsletter signup form, and a video header on the homepage.

“I was impressed with Holly’s ability to pull together a site that looked professional while maintaining the personality I was hoping for” Adrienne shared.

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