Ellis Porter
Branding & Website

Brand refresh for a law firm specializing in immigration rights for families, individuals, and employers

Role
Lead Brand Designer

Agency
Teal Media

Website Design
Amanda Buck

Ellis Porter (EP) is a law firm that has spent more than 20 years securing immigration approval for corporate clients and individual families alike.

The firm is chockful of passionate self-proclaimed 'Porters' who help guide employers and families through one of the most consequential systems in the United States.

The brand needed to prove it could deliver experience and expertise of a major firm and the personal care and attention of a solo practitioner.

Inspiration for the brand was found in Ellis Porter’s name. Ellis—a nod to Ellis Island, America's premier federal immigration station. Porter—a person who once helped weary travelers carry their burdens and guided them towards their new beginnings.

The palette was inspired by shorelines and coasts representing new beginnings. 'Amalfi Blue' was carried over from the old brand for equity purposes.

The crown was developed as a secondary brand element as a nod to Lady Liberty. It can be used as a small icon or a repeating pattern, both acting as subtle brand undertones.

A workhorse font was chosen to express the history and deep expertise of the firm. Both serif and sans-serif spoke to different sides of the brand's personality.

Ellis Porter is the only immigration law firm that combines the personal touch of a solo practitioner with the experience and operational excellence of a big law firm. The visual brand walked that same tightrope—balancing crispness and clarity with warmth and humanity.

The brand was further pushed on the website—where cleanliness and clarity was first priority. The site needed to speak to EP's multiple audiences, employers, individuals, and families alike.

A bold tagline lockup was used front and center on the homepage to clearly state who EP was.

Color coding was used to help separate different landing pages per audience. B2B (Corporate) — a serious deep navy, B2C (Families) - a warm and welcoming cream.