Practice
Forward
Practice Forward is a key social media campaign for the American Bar Association. Intended to support small firms and independent lawyers in building their business, it features articles, inspiration, and advice in its content.
When I began my work at the ABA, this masked-image look was a common sight, and because it was high performing I wanted to understand it before suggesting changes. 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 with masking.
Over time I was able to evolve this initial vision of Practice Forward, stripping it of the things that limited its use-cases while retaining what made it unique. What defines Practice Forward as a campaign is strong imagery, a great overlapping graphic element and a focus on professionals excelling in different scenarios.
The ABA strategy on social media has evolved over time. Moving us from a focus on strong images, to a focus on adding text to contextualize content at a glance. Because of this I was tasked with adapting the Practice Forward look to something that could support text better. To do this I stripped away the old overlay from the look and retained the graphic lines. To give it some dimension I applied a similar frame to the New Lawyer Career Toolkit, but used the Practice Forward specific graphics to give depth to composition. Then, was able to add text aligned with the ABA design system.
