CARET’s goal is to help legal and accounting businesses create space for what matters by creating an innovative technology platform
Over 10,000 legal and accounting firms across the US rely on CARET to run their businesses
I supported the CARET CMO and wider marketing team as they relaunched their brand and suite of products to the legal industry.
As CARET already had a set of guidelines, my role was to apply them to every aspect of the business, including website pages, keynote templates, social content, collateral templates, motion graphics – and much much more.
The team at CARET was also planning several in-person 'camps' and needed a playful subsidiary brand for the series of events. My role was to conceptualize and roll out the event brand in tandem with the main CARET program of work.
For the brand identity, I presented several variations of the logo. Below you can preview a few from the cutting-room floor. The directions I took aimed to reference a coming together by repositioning and repeating the '^' to create a campfire arrangement.
While working with CARET, I was their sole brand design resource, so was responsible for actioning a big variety of projects from the team. You can see some examples of these projects below. They included:
The team at CARET were keen to have the autonomy to generate their own content for social and online advertising. To ensure these assets were always on brand, I developed a series of Canva templates supported by an asset library of icons, graphics, and photography. In the hands of marketers, these templates allow the team to progress without the intervention of a designer.
Legal professionals go to camp!
To bring CARET into the outdoors, I referenced elements of the existing CARET identity. For the logo, I playfully extruded the iconic '^' symbol to resemble a tent, creating a balanced sub-brand treatment.
To supplement the logo, inspired by the intricate line work of topographical maps, I created a relief illustration of the symbol as though it was a mountain to climb. To allude to a sense of adventure, I also introduced a vibrant shade of coral for use at the event. This color helped break up the tones of green, while staying true to the sleek, minimalism of the primary brand.