Lilac Law
Logo & Visual Identity Design
Lilac Law is a female-owned law firm based in Liverpool, specialising in property law and conveyancing — the legal process of transferring property ownership from one person to another.
Having both worked in more traditional law firms, founders Lorna and Lisa set out to do things differently. They established Lilac Law to offer a fresh, client-focused approach to legal services — one built on genuine empathy, clear communication, and proactive support every step of the way.
Lorna and Lisa approached me in search of a modern, clean logo and visual identity that would set them apart from the conventional look and feel common in the legal industry — something unique and distinctive, yet still maintaining a strong sense of professionalism and trust.
The Design
The logomark I designed for Lilac Law depicts a bird — specifically, the Lilac-breasted Roller.
While this species shares its name with the brand, that’s not the only connection. Lilac-breasted Rollers don’t build their own nests; instead, they make use of pre-existing structures like abandoned woodpecker holes. In a way, ownership of the nest is transferred from the woodpecker to the roller, similar to how property is transferred between people in conveyancing. These birds also mate for life, reflecting the long-term relationships Lilac Law aims to build with its clients.
This concept allowed me to avoid cliché legal symbols and create a direction that felt both unique and authentic to the brand.
I constructed the logomark using perfect circles and straight lines, forming a simplistic, geometric bird. The use of these basic shapes also reflects Lilac Law’s mission: making the conveyancing process feel simple and approachable for clients.
For the wordmark, I used a geometric sans-serif typeface and customised it by rounding any ascending stems to one side, matching the curve of the bird’s wings. This created a more coherent relationship between the logomark and wordmark.
Client Testimonial
Lorna - Lilac Law
“I want to thank Josh so much for our branding. To start, I knew the branding was a needed investment with our rate of growth. However, the fact that he also managed to show my business partner Lisa how much it was needed and deliver beyond her expectations means I get to say I was right. I have endless appreciation for this.
I think the level of detail and attention placed into our original questionnaire and meetings, as well as how on point each of the items Josh delivered were, shows his skill as a designer. Listening can be boring and open to interpretation, but he absorbed it all and delivered beyond our expectations.
We knew what we wanted without actually having any idea how it could look. He took our thoughts and transformed them into real materials we can now use to establish the professionalism of our brand.
We will definitely be recommending Josh to anyone in need of design work. The value for money is excellent, and the progress updates he provided along the way gave us confidence that everything was in hand.”