Questae
Complete design ecosystem & branding for a lawyer-founded coaching practice.
Questae is a professional coaching service. It began as a lawyer’s passion project to help fellow attorneys strengthen their practices, growing into a platform of conferences, webinars, and a self‑published book dedicated to guiding ambitious lawyers toward the careers and businesses they envision.
I was hired as a Design Strategist to develop Questae’s brand identity and elevate it to national visibility among driven legal professionals. I created a cohesive design ecosystem—including digital and print ads, trade show materials, presentations, and the book’s visual architecture—to position Questae as a trusted coaching resource for lawyers.
Challenge
This is a unique proposition that transcends one-off books or simple online videos; it's a multi-modal coaching service built to inspire. Maintaining familiar consistency that appeals to lawyers nationally was essential to Questae's success. It needed to demonstrate authority without becoming overbearing.
Impact
Questae reached 10,000+ plus attendees at a presentation at WealthCon in Las Vegas in 2024, many who became patrons of the coaching service. The lawyer was featured in the national magazine Super Lawyers. Questae continues to grow as a passionate outlet for a well-seasoned lawyer frequently crossing the country to speak about his service.
Research & Target Audience
Young, early‑career, or struggling lawyers make up a significant portion of the legal field, with more than 1.3 million active attorneys in the U.S. and a growing number entering the profession each year.
52%
Experience emotional exhaustion
60%
Experience burnout
A substantial share are entrepreneurial, with 31% of lawyers who left firms in 2022 starting solo practices, reflecting a strong drive for growth and ownership.
This presents a ripe opportunity for knowledgeable, seasoned career coaching.
Brand Strategy
Questae, derived from the Latin word for questions, is a coaching service built on a Socratic approach that drives professional growth through thoughtful inquiry.
Its visual identity reinforces this promise by using elements familiar to lawyers, creating an immediate sense of trust and readiness. Rooted in elegant, traditional law‑firm aesthetics, the branding elevates the coach’s authority and positions him as a reliable guide for struggling lawyers.
Advertising & Presentations
Promoting this coaching service as a solution to lawyer burnout required clear, educational messaging supported by intentional visual design. To show that real growth follows a proven method, the tone needed reassurance, evidence, and an optimistic, client‑focused approach.
I created the following graphics with targeted visual strategy for seminars, paid ads, and trade‑show settings to engage each audience effectively.
This graphic was featured in Superlawyers Magazine, 2023.
Human-Centered Tradeshow Design
At one of the largest financial conferences in the U.S., WealthCon, the owner of Questae needed a booth that matched his outgoing style and encouraged natural conversation.
Using a human‑centered design approach, I created a simple, approachable layout that supported clear wayfinding and meaningful interaction for ambitious lawyers.
I 3D-modeled and tested the booth to scale with accurate props, integrated branding, and provided a full cost and logistics breakdown to ensure it was cohesive and practical.
Structured for flow & engagement
This booth was designed with human interaction at the forefront, and the diagram highlights how visitors naturally move through and engage with the space.
The central table
Encourages a slower, more intentional pace, inviting visitors to pause, and start conversations with the booth owner.
The branded lightbox
Serves as a welcoming visual beacon above the central table, standing out against darker surrounding booths and guiding visitors toward the space.
The posters
Frame the booth without enclosing it, ensuring clear visibility from multiple approach angles and keeping imagery and messaging legible and easy to absorb.
The seating
Positioned near—but never in—the flow of foot traffic, creating an intuitive transition point where the booth owner can pull interested visitors aside for longer, more meaningful conversations.
Transformation Workbook
The cornerstone of Questae’s mission is a self‑help workbook written by the coaching service’s owner and distributed in both print and digital formats. It compiles the essential teachings, guidance, and hard‑earned lessons that shaped his success in law and entrepreneurship.
I designed the workbook’s structure and visual language to read like a clear, narrative storyboard. Each page focuses the reader on a single lesson, using human‑centered layout and pacing to build an optimistic path toward stability, profitability, and the weight of the author’s teachings.
Some pages are interactive. They invite the reader to process and reflect on each lesson without leaving the storyline of the workbook.
Measurable Outcomes
Questae has grown into a thriving legal coaching brand with a highly engaged social media following. Through a human‑centered, evidence‑first design approach, I built a visual ecosystem that conveyed power and optimism to struggling new lawyers.
This work helped position the founder as a nationally recognized voice in legal entrepreneurship and drove significant growth in followers, brand reach, and real‑world impact on the everyday lives of ambitious lawyers.
Growth & Learning
This engagement strengthened my ability to drive impact with design, requiring empathy, iteration, and a deep understanding of the complex pressures facing new lawyers.
By deeply studying and empathizing with the factors that leave many attorneys exhausted or unfulfilled, I used a problem‑solving mindset to craft messaging, multi‑modal visuals, and three‑dimensional spaces that worked in harmony, respected the owner’s personality, and inspired intentional change in his audience.
Additional Projects
