Case Study:
Scout Brand Identity​
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​Scout is a legal-focused creative consultancy that needed a brand identity capable of bridging two very different worlds: the precision of the legal field and the imagination of marketing. Working closely with their founders, I built the brand from the ground up — developing the logo, visual system, messaging, and copy strategy that now define Scout’s distinct voice. The result is a warm, modern identity centered around clarity, trust, and the idea that complex legal challenges become navigable when translated through thoughtful design and human-centered storytelling.
The Challenge
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Scout needed a brand identity that could bridge the gap between legal precision and creative problem-solving. Their existing presence lacked a clear voice, emotional resonance, and differentiation, making it difficult to communicate both trustworthiness to attorneys and approachability to marketers.
The Action
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I developed the brand from the ground up, creating a logo inspired by legal formatting conventions, a warm and human color palette, and a balanced typographic system that blends modern clarity with traditional credibility. I crafted the core message, We Speak Legal., and built a photography approach that pairs natural, imaginative imagery with structured architectural forms to reflect Scout’s dual expertise. This identity system was applied across the website, social templates, and marketing materials to create a cohesive, confident voice.
The Result
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The rebrand gave Scout a distinct and memorable identity that stands out in a traditionally conservative category. The new system communicates clarity, trust, and momentum, strengthening their credibility with both legal and creative audiences and establishing a strong foundation for future growth.
