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 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.