Practice Forward is one of the key campaigns for the American Bar Association, it supports small firms and independent lawyers in their pursuit of building their business. Articles, inspiration, and advice are the main types of content.
When I first arrived at the ABA, this masked-image look was a common look, and because it was a well-liked campaign I did not want to approach a redesign without knowing it well. Previously this campaign had a logo plate on every image, which limited the already limited pool of images we could use that also worked well for masking. Over time this original look evolved. Removing the logo, shifting the overlay color slightly, and adding in graphic elements that referred to the ABA’s signature graphic elements.
