Law Offices of Mary Jordan
SERVICE
Full Brand Identity & Custom Website
Welcome to the Law Office of Mary E. Jordan
Legal Clarity. Compassionate Advocacy. Peace of Mind.
At the Law Office of Mary E. Jordan, we believe that legal representation should do more than just navigate the system—it should bring light to difficult moments and restore a sense of control. For over two decades, we’ve served as a trusted advocate for individuals and families facing workers’ compensation and family law matters. Our clients come to us feeling overwhelmed or overlooked—and we meet them with wisdom, warmth, and a commitment to walking the path with them, every step of the way.
"“When the road feels uncertain, you deserve a guide who sees you clearly, fights for you fiercely, and helps you find peace on the other side.”
— Mary E. Jordan
Comprehensive Brand Identity for Law Offices of Mary Jordan
Purpose:
To serve as a steady light for individuals navigating difficult legal paths—whether recovering from a workplace injury or facing a family court battle—by offering compassionate, detail-oriented legal representation rooted in clarity, advocacy, and care. The Law Office of Mary E. Jordan prioritizes personal connection, emotional understanding, and wise legal strategy to help clients move forward with peace and confidence.
Positioning Statement:
The Law Office of Mary E. Jordan is a seasoned South Carolina firm that provides high-touch legal services in workers’ compensation and family law. Located on Hilton Head Island and grounded in over two decades of experience, Mary’s practice stands apart for its small-firm feel, personalized approach, and sun-centered identity—bringing light and clarity to complex legal issues. We combine legal precision with genuine empathy, helping clients feel both protected and empowered in some of life’s most difficult moments.
Unique Value Proposition:
A truly personal legal experience—where clients are heard, seen, and guided
Over 20 years of workers' compensation expertise and advocacy
Compassionate, emotionally intelligent family law representation
Clear communication and steady guidance during uncertain legal seasons
A brand rooted in continuity, trust, and peace—symbolized by the sun
Target Audience
Demographics:
Age Range: 25–60 years old
Income: Middle- to upper-middle-income households
Location: Hilton Head Island and surrounding Lowcountry communities
Psychographics:
Individuals who feel emotionally burdened or unseen by larger law firms
Workers injured on the job looking for clarity, care, and advocacy
Parents or spouses going through divorce, custody, or family court matters
People seeking legal help that feels both human and competent
Community-minded individuals who value honesty, precision, and heart
How This Brand Speaks to Its Audience
Tone of Voice
Grounded: We speak with clarity and calm, especially in moments when our clients feel uncertain or overwhelmed.
Warm & Reassuring: We offer legal advice like a trusted guide—steady, kind, and unflinching.
Professional but Personal: We maintain high standards while still being approachable, accessible, and emotionally present.
Emotional Impact
Relief from confusion or fear
Trust in a lawyer who truly listens
Hope for resolution—both legal and emotional
Confidence in taking the next right step
Key Messaging Themes
🌞 Light & Clarity
“We don’t just explain the law. We bring clarity to what feels confusing.”
Personal Advocacy
“This isn’t just legal work—it’s human work.”
Justice That Feels Human
“Because justice is personal—and so is the way we fight for it.”
Peace of Mind
“We’re here so you can breathe again, knowing someone has your back.
Tagline Options:
“Law with Clarity. Advocacy with Heart.”
“Because Justice Is Personal.”
“Small Firm. Huge Heart. Serious Results.”
“Legal Guidance with Light and Wisdom.”
“Bringing Light to Your Legal Path.”
Key Phrases
“We don’t take hundreds of cases—we take yours.”
“This is personal. Let’s make things right.”
“Compassionate legal help that brings clarity, peace, and results.”
“You don’t need a billboard. You need a real lawyer.”
“Legal peace begins with wise, personal counsel.”
“We bring light to difficult legal moments.”
Call-to-Action Examples:
“Schedule a consultation and take the first step toward peace of mind.”
“Let’s talk about your case—and how to move forward.”
“When you’re ready, we’re here to walk with you.”
“Make a payment or connect with our team today.”
“Tell us your story. We’ll help you write a better ending.”
The Law Office of Mary E. Jordan’s rebrand positions the firm as a trusted, heart-centered legal advocate in South Carolina—combining decades of experience with a refreshingly human approach. By focusing on personalized relationships, emotional clarity, and professional excellence, this brand speaks directly to individuals navigating high-stress legal moments. From injured workers to families in transition, Mary’s firm offers something more than representation—it offers relief, resolution, and the comfort of being seen.
This updated identity reflects a shift away from the cold, impersonal tone of big law. Instead, it elevates the value of thoughtful counsel, emotional intelligence, and continuity. Through its sun-inspired aesthetic and compassionate messaging, the brand becomes a beacon of light, helping clients move forward with dignity, peace, and confidence.
Brand Identity Journey - Moodboard & Brand Color Pallet Strategy
Synopsis of Brand Color Palette:
Mary Jordan Law Firm Brand Color Strategy
Color Palette + Meanings
1. Coastal Navy
Hex: #1D2D3A
Role: Primary
Represents: Strength, authority, trust
Why It's Used: This deep navy anchors the palette in professionalism and legal credibility. It provides weight for headlines, CTAs, and navigation bars without feeling as harsh as black. It signals experience and dependability—critical for legal clients under stress.
2. Sunlit Gold
Hex: #C2A15D
Role: Accent
Represents: Warmth, success, hope, value
Why It's Used: As a nod to the sun, this gold captures Mary’s legacy and visual identity. It creates emotional lift and distinction on CTAs, quotes, icons, and logo elements—subtly elevating the brand with a touch of luxury and warmth.
3. Sky Blue Mist
Hex: #A9BBC8
Role: Supporting Primary
Represents: Clarity, calm, emotional ease
Why It's Used: This light, soothing blue sets a reassuring tone. It softens the intensity of legal topics while maintaining a sense of professionalism. Use it for background sections, hover states, and informational highlights to help users feel at ease.
4. Cream Sand
Hex: #F5F1EB
Role: Primary Neutral
Represents: Cleanliness, simplicity, breathability
Why It's Used: Cream adds light and space, making the brand feel open and non-intimidating. It’s ideal for white space, backgrounds, and balancing the darker, bolder tones.
5. Driftwood Taupe
Hex: #C7BCAB
Role: Neutral Accent
Represents: Stability, grounding, wisdom
Why It's Used: This subtle earth tone adds sophistication and emotional maturity to the visual language. It supports Mary’s identity as a wise guide who balances empathy with legal expertise.
6. Seafoam Slate
Hex: #6D8C85
Role: Cool Accent
Represents: Restoration, renewal, nature
Why It's Used: Seafoam nods to Mary’s island-based roots and injects a coastal touch without feeling overly branded or thematic. It rounds out the palette with balance and emotional freshness—ideal for soft callouts, subtle graphics, or icon color fills.
Summary:
This palette was selected to reflect Mary’s unique positioning: a small firm that leads with both heart and strength. The colors combine coastal calm, professional trust, and emotional intelligence, creating a brand that is:
Approachable yet authoritative
Warm yet polished
Soft yet substantial
Overall Brand Messaging
Trust & Expertise
The combination of deep coastal navy, soft neutrals, and driftwood taupe communicates legal credibility, wisdom, and dependability—key values for a law firm built on two decades of experience and client trust.
Warmth & Approachability
Cream sand and sunlit gold introduce a welcoming, human touch—balancing the weight of legal subject matter with emotional safety and personal care. The palette helps clients feel seen, supported, and heard.
Calm & Clarity
Sky blue mist and seafoam slate provide visual relief, evoking calm, clear thinking during what is often a confusing or overwhelming legal process. These colors mirror the firm’s commitment to guiding clients with clarity and compassion.
Sophistication & Modernity
The muted, coastal-inspired tones paired with refined typography and sun-centered iconography signal professionalism, contemporary elegance, and high-touch service without the coldness of corporate law branding.
Practical Application
Interior Design
This palette lends itself beautifully to a soft, professional law office environment—incorporating warm lighting, natural textures, and light wood accents to create an atmosphere of calm competence.
Digital Presence
Online, the colors allow for a user-friendly, emotionally accessible website. Navy and gold provide structure and trust, while creams and sky blues create white space and ease of navigation—perfect for mobile and desktop alike.
Printed Materials
Navy and sunlit gold shine on business cards, brochures, letterheads, and envelopes—conveying luxury, clarity, and professionalism. Secondary tones like taupe and slate allow for flexibility across branded collateral while maintaining consistency.
Summary
The Mary Jordan brand color palette strikes a thoughtful balance between strength and softness. It visually reinforces the firm’s reputation for wise counsel, empathetic advocacy, and clear guidance, while anchoring the brand in the light-filled identity Mary has cultivated since 2002.
This palette does more than look good—it supports a message:
This is legal representation that feels human, hopeful, and grounded.
Primary Logo Option 1 w/ color variations show for use
Primary Logo Option 2 w/ color variations show for use
Primary Logo Option 3 w/ color variations show for use
LAW OFFICE OF MARY JORDAN
“When life feels uncertain, you don’t just need a lawyer—you need someone who sees you, stands with you, and helps you step into the light.”
— Mary E. Jordan
Client Questions to Ponder
Overall Impression/ Specific Feedback on Logo
What was your first feeling/reaction when you saw the mock branding/logo options that you most like?
Does the design feel aligned with your brand’s mission, values, and target audience?
How do you feel about the overall shape, style, and layout of the logo?
(Identify any preferences or concerns related to the structure.)Does the logo represent the personality of your brand (e.g., approachable, professional, innovative)?
(Checks if the logo captures the brand's tone.)Are there any elements of the logo you love or dislike (symbol, font, icon, etc.)?
(Gathers detailed insights about specific design elements.)Do you feel the logo is versatile enough for different applications (website, social media, print, etc.)?
(Ensures functionality across various media.)
Color Palette Feedback
Do the colors resonate with the emotions or tone you want to convey (e.g., calm, energetic, luxurious)?
(Assesses if the color palette communicates the right message.)
Are there any colors in the palette that you love or feel don’t work?
(Helps refine your color scheme.)Do you feel the contrast between the colors works well for readability and visibility?
(Checks practicality of the palette.)
Typography and Font Choices
How do you feel about the font(s) used in the branding/logo?
(Gathers feedback on typography.)
Do you think the font style matches your brand’s voice (e.g., bold, classic, elegant)?
(Ensures typography reflects the brand’s character.)
Additional Elements
Do you feel the branding and logo designs will appeal to your target audience?
(Validates the relevance to your market.)
Are there any elements or design choices that feel off-brand to you? If so, what would you change?
(Encourages suggestions for improvement.)How do you envision this design being used in your marketing materials or digital presence?
(Assesses how well the design fits into your practical applications.)
Next Steps
Is there anything else you'd like to see explored or adjusted in the next iteration?
Mary,
What you have reviewed above is a solid branding starting point to be sure we are on the right track. Please thoroughly review the details and email me back a list of specific feedback regarding what you love, what you don’t like at all, and what you would like revised and refined. I expect to receive and perform multiple edits and reviews before we solidify a primary logo and color pallet before solidifying with the rest of the branding project which includes:
Primary logo
Secondary logo
Submark
Brand Icon
Fonts (Primary & Secondary)
Color Pallet (hex codes included)
Brand guidelines
png & vector (svg) image files delivered
If you’d like to set a phone call to discuss these mock ups before moving forward, I am happy to do that. Otherwise, a detailed feedback email is much appreciated. Once I receive your feedback and ensure we are moving in the correct direction, I will be able to move forward!
- Rachel Rowell
Email: rachel@rachelrowelldesignco.com