Branding & Web
Full Brand Identity & Website Design
Overview
A brand identity and multi-page website for Linnear Legal — a modern commercial, corporate and employment law firm.
Authority with approachability: editorial serif headlines, cream and black with a lime accent, across homepage, services, Insights and People.
Role
Lead UX/UI Designer
Deliverables
Brand Identity, Website Design
Duration
5 months
Tools
Figma, FigJam, Webflow
Team
Designer, Developer, Brand Strategist
Impact
7+
Page Templates Designed
3
Service Verticals
1
Unified Design System
100%
Custom Brand Identity
01 — Homepage
Setting new standards for legal services
Editorial hero
Full-bleed hero mixing roman and italic type — premium at first sight.
Insights grid
Image-led grid driving content discovery from the first scroll.
Service navigation
Corporate, Commercial and Employment pillars with clear CTAs.
02 — Service Pages
Three verticals, one cohesive design language
Commercial
Lime green accent highlights key service areas; alternating dark/light sections maintain visual rhythm.
Corporate
Photography-led hero sections with structured service listings — each vertical distinct within the same system.
Employment
Structured for HR and C-suite audiences with scannable practice area cards and insight feeds.
03 — Insights Hub
Thought leadership and editorial insight hub
Insight articles follow a clean editorial template — headline, standfirst, hero image, and structured body with author attribution.
05 — People Directory
A team that does things differently
Editorial headline leading into a dark card grid of the legal team. Each card has name, title, location, and expandable detail — reinforcing the expert, human-led brand.
Summary
Overview
A brand identity and multi-page site positioning Linnear Legal as a modern commercial firm.
Challenge
The firm needed a premium presence balancing authority with approachability across three practices.
Solution
Refined serif type, cream, black and lime, plus services, insights and people pages — up 45% in leads.
Key Results
06 — User Testing
Target audience validation — testing first impressions and B2B conversion intent
Senior HR leads, in-house legal teams and commercial directors judged the brand as premium and contactable.
5-second brand credibility testing
5-second hero tests: premium read, but the early hero was mistaken for a tech firm.
Service page comprehension sessions
Redundancy scenario task measured IA clarity across three service pages.
People directory trust testing
Name, title and location weren't enough — buyers wanted expertise shown.
Key Outcomes
45%
more qualified inbound enquiries — UTM tracked
Homepage hero
needed a legal credential anchor — 60% read it as tech
People cards
gained expertise specialisms, lifting contact intent
Lime accent
read as a differentiator: 'not a typical law firm'
Insights hub
drove the most return visits
Methodology
Design System
Linnear Legal — editorial brand identity
A refined typographic system combining editorial serif display type with clean sans-serif body copy — anchored in a cream and black palette with a lime green signature accent.
Colour Palette
Ink Black
#0D0D0D
Primary headings, navigation bar, footer, dark hero sections
Parchment Cream
#F5F0E8
Page background, light card surfaces, section fills
Linnear Lime
#B8E04A
Signature accent — CTAs, hover underlines, service highlights
Warm White
#FAF8F5
Card backgrounds, article surfaces, people directory cards
Charcoal Text
#2D2D2D
Body copy, descriptions, secondary headings
Mid Greige
#8C8880
Meta labels, timestamps, secondary navigation links
Border Warm
#E0DAD0
Card borders, section dividers, input outlines
Lime Hover
#9DC235
Pressed/hover state of lime accent — buttons and links
Typography Scale
64px / 400w
Display Serif
Hero headlines — roman/italic combination for editorial feel
36px / 700w
Section Title (Sans)
Service page headings, section anchors
28px / 600w
Article Headline
Insight article titles, people cards, page subtitles
17px / 400w
Body (Sans)
Service descriptions, article body, people bios
13px / 400w
Caption / Meta
Article dates, author names, category labels
Core Components
Editorial Hero Block
Full-bleed dark hero with serif/italic headline and lime CTA.
Service Pillar Card
Dark card, value proposition and lime arrow CTA.
Insight Grid Card
Photography-led card with category, headline and date.
Article Template
Editorial layout with standfirst and author attribution.
People Card
Portrait, title, location and expandable detail.
Alternating Content Block
Dark/light rhythm across long-form service pages.
"The brand and site Chris created captures exactly what we stand for — every decision builds trust."
Rebecca Hayes
Managing Partner, Linnear Legal