Nebraska Wills and Probate approached me to build a brand for their "anti-law firm" and differentiate their modern, relationship-driven business from their stuffy, transactional competition.

I began with customer interviews, competitor research, and study of what the probate process is like. That insight shaped a positioning built around leading the way better.

From there, I developed a visual and verbal identity system that ties every detail back to that core idea. The bison mark, an emblem of our Nebraska home, signals resolve and steadiness. Did you know? Buffalo are known to face an oncoming storm and walk right through it. So cool.

The earthy color palette and solid sturdiness of the main mark is paired with cosmic elements and linework that speak to celestial navigation. Just as starlight reaches us today from an event that happened long ago, our own paths are illuminated by what came before.

Bespoke brand writing speaks to the firm’s promise to guide clients through their deeply-felt duty, and to meet that moment with confidence. The voice is full of ambition but never bravado, vision but never looking past the human story before us, reverence but never heaviness.

Across the website, collateral, and brand tools, the system gives NWPLO a presence that feels trustworthy yet distinctive, and a foundation for growth to become a new model of service provider that enables families to honor what's passed with presence.