Advocord

Naming / Brand Foundation / Brand Identity / Brand Guidelines

The responsibility of guardianship and the process that comes with it is incredibly daunting for the majority of people. Advocord sought to change that by creating a company that simplified the procedure for those involved and educated those preparing for a future case.

Credits:

Enri Moreno / Executive Creative Director

Robin Marich / Creative Director

Jelita Aldrich / Designer

Project Details

  • The founder brought an incredible idea to us that was unfamiliar territory at first. The legal subject matter was deeply complex to us, but the benefit of a company like this felt like a dire need for everyone. Beyond undergoing extensive research we were asked to name and brand this amazing company to humanize the process into a pleasant experience.

  • Advocord is a first of its kind, and its purpose-driven strategy and compassionate founder set the tone of the foundation. We invested a great amount of time in studying the legal procedures, existing processes, the involvement and outcomes of participants, and the sentiment of those who've lived it. Without understanding the experience from the consumer's perspective we'd have no clue what we were creating. Needless to say, the entire development of this brand was an educational and empathetic experience for us, which unveiled the emotive story of the brand.

  • Creating Advocord felt very natural once we tapped into the consumer sentiment and experience. We set out to create a brand that felt warm and supportive, which is rare in the legal space. To contrast the warmth and softness of certain brand aspects we wanted to develop a wordmark that conveyed trust through professionalism, and a typeface with custom serif details achieved it. To build personality we developed a color palette that accentuated the balance of warm and vibrant colors, and an iconography system that gave the impression of human presence.

A collection of visual branding guidelines and presentation slides for a company named Advord, featuring logo design, color palettes, typography, graphic patterns, and images of people interacting and collaborating.
A digital interface displaying an activity log with a sidebar menu on the left and a main section on the right. The sidebar includes options such as Expenses, Incomes, Documents, Inventory, Dependents, My Account, Help, and Logout. The main section s
Three vertical banners with the Advocard logo promoting managing finances and medical care, featuring icons, a photo of smiling people, and text about legal compliance, financial affairs, and medical information.
A tote bag with a geometric striped design in blue, orange, and yellow on a light background, a blue hardcover book with a logo on the corner, a white sweatshirt with the company's name and logo, and a close-up of a blue notebook with a texture and l
A digital collage featuring various promotional materials and social media posts for Advocard, including an Instagram profile, informational slides about managing finances and medical records, and a podcast interview with Nancy Meyers.
A person with glasses and white hair working on a laptop at a wooden table. The laptop screen displays a website for Advocord, with the heading 'Manage finances & medical care for others,' and a photo of two people smiling at the beach.
Person holding a smartphone displaying an Instagram post about three things you need to do if you're a legal guardian for a dependent.
Office interior with dark blue wall featuring the logo of Advocard, a modern seating area with a white armchair, colorful décor, and a reflective spherical lamp near a large window.