Desert Winds Law
Complete branding, visual identity and marketing for a successful law firm.
Desert Winds Law is the solo practice of an experienced personal injury attorney in Phoenix, Arizona, who recognized the need for a law firm with greater integrity, empathy and loyalty to injured clients.
My role, hired to design and brand the business, was to bring his vision to life from the ground-up. I created an identity that signaled trust to accident victims and expertise to professional colleagues. The design ecosystem was purposefully built draw in business with a refreshing, grounded presence.
Challenge
The environment of personal injury law local to Phoenix is extraordinarily competitive. Multi-state law firms have choked smaller law firms with aggressive marketing. Yet these law firms don't always have their clients' best interests at heart. Desert Winds Law intends to change the dynamic by personally sticking by local clients as if they were neighbors, wherever their case leads.
Impact
Desert Winds Law is now a thriving multi-million dollar law firm. It is respected among many local and regional associations for its uncommon clarity, demonstration of empathy, and true concern for accident victims. Its brand identity supports a reaction of calm and safety to accident victims.
Research & Insights
122,247
Motor vehicle accidents in Arizona in 2023
54,000
Injured victims from these accidents
$57.3 B
National personal injury law market
The personal injury market is substantial, and most cases are quickly absorbed by large multi‑state firms with massive advertising budgets. Their bold, high‑pressure branding often targets accident victims at their most vulnerable moments, prioritizing volume over meaningful client care.
This high‑throughput model leaves little room for empathy, creating an opportunity for Desert Winds Law to stand apart as a trusted, experienced, lawyer‑next‑door. By cultivating a presence rooted in calm, clarity, and genuine support, the firm can build a practice that helps clients feel safe rather than scared.
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Brand Strategy
Developing the Desert Winds Law visual identity began with leaning into the best qualities of Phoenix (not its injuries)—a thriving desert city full of active families, hardworking businesses, and expansive roadways. To build trust and connection, the brand leans into familiar, optimistic imagery supported by bookish typography and earthy desert tones, creating a warm, approachable reinvention of the modern main‑street lawyer.
A more personal injury law firm.
Personal Injury Handbook
Many new clients arrive fearful, often having never worked with a lawyer before. Non-clients can resist hiring a lawyer, unprepared with the right knowledge.
I designed this handbook to make personal injury make sense. It uses clear, jargon‑free explanations and intuitive visuals to guide them through every stage of a personal injury case, resulting in greater confidence and an 80% reduction in repetitive calls.
Advertisements
Personal injury firms depend on strong visibility, and digital platforms like Google and Meta are especially effective since many accident victims turn to AI tools and search engines immediately after a crash.
These ads reject the industry’s flashy, fear‑based tactics and instead express the brand’s core values of loyalty and safety through calm, intentional design choices.
Graphic ads lead to dedicated landing pages designed solely to convert visitors into clients, making their effectiveness crucial as the firm invests in advertising.
Using an analytical, engineering‑minded approach, I precision-built these pages for fast, confident interaction—guiding users to essential information, prompting contact, and clearly communicating what sets the firm apart.
The Website
The website serves as the firm’s digital heart—where clients find help, professionals seek partnership, and every visual choice quietly sets the brand apart from the crowded personal injury market through clear biographies, focused case pages, and a serene, timeless identity.
I designed and built it to evoke one reassuring message for every visitor: If you're injured, you're going to be okay.
Measurable Outcomes
This complete design package and ongoing partnership transformed a simple idea into a clear, compelling identity that challenged the industry’s reliance on fear‑based advertising—and the local community responded. It also empowered the lawyer to build trust with essential partners, especially doctors, by clearly communicating a genuine commitment to the well‑being of accident victims.
As a result, the firm continues to grow with rising client intake, multi‑million‑dollar settlements, strong professional partnerships, and a loyal presence in community networks like GoLocal Arizona and Living North Phoenix.
Growth & Learning
This project pushed me to treat design as a full ecosystem—using psychological cues, intentional user journeys, and practical decision‑making to create outcomes that serve both the business and the people who rely on it.
By closely studying the experience of an accident victim, I built a scalable structure rooted in empathy, clarity, and grounded change within a stubborn industry. It ultimately strengthened my ability to design with deep emotional awareness, especially around fear and vulnerability, and to recognize where a calming presence can create both comfort and opportunity.
Additional Projects
