BRANDING | UX/UI DESIGN | VISUAL DESIGN | ART DIRECITON | B2C | PERSONAL INJURYTransforming a Legacy Brand for Modern Marketing
The Project
Evolve Los Defensores from a well-known Spanish-language legal brand into a modern, culturally authentic experience that resonated with a new generation of Latino consumers while preserving the trust and recognition the brand had built over more than 40 years.
The Challenge
Los Defensores had earned decades of goodwill within the Latino community, but the brand had become visually dated and increasingly associated with an older generation. While awareness remained strong, the company needed to appeal to younger audiences without alienating the loyal clients who had come to know and trust the brand.
The challenge extended beyond a visual refresh. It required repositioning the brand around shared cultural values, creating a more cohesive digital experience, and improving lead generation for a business where every interaction had the potential to become a new client.
The Strategy
Market research revealed that family, trust, and community were at the heart of the audience's decision-making. Rather than relying on traditional legal messaging centered on settlements and attorneys, the brand was repositioned around a simple promise:
Protecting you like family.
This strategic shift became the foundation for every customer touchpoint. A more expressive visual identity, expanded color palette, authentic photography, updated voice and tone, digital experiences, and community storytelling were all designed to reinforce a brand that felt familiar, trustworthy, and deeply connected to the people it served.
The Solution
Developed an expanded brand system that introduced a more expressive visual identity, including a vibrant secondary color palette inspired by the diversity of the Latino community and photography guidelines celebrating authentic family moments and community connections.
Helped bring the new spokesperson and character, El Defensor de la Ley to life as a community ambassador by shaping his visual identity, costume direction, origin story, personality, and social voice. Designed to reflect the values and lived experiences of the audience, the character became a recognizable extension of the brand across social media and community events.
Redesigned the website with a conversion-first strategy, simplifying navigation around the most sought-after legal services, introducing dedicated landing pages, and strategically placing forms throughout the experience. Continuous A/B testing refined key user flows to maximize lead generation.
Beyond digital, creative direction extended across television commercials, photography, print, billboards, social campaigns, and marketing collateral to ensure every customer touchpoint consistently reinforced the brand's new positioning.
The result was a cohesive brand ecosystem where every interaction, from a billboard to a television commercial to the website, felt unmistakably Los Defensores.
The Impact
✳︎
The Impact
✳︎
The Impact
✳︎
The Impact
✳︎
The Impact
The Impact ✳︎ The Impact ✳︎ The Impact ✳︎ The Impact ✳︎ The Impact
Increase qualified leads
through conversion-focused website experience.
Introduced brand character
that strengthened engagement across social media and live events.
Repositioned Los Defensores
for a younger generation while preserving decades of brand equity.
Unified the brand
across digital, advertising, social media, and traditional marketing
Looking for help with your next project?
Testimonial
I had the chance to work with Lauryn across multiple projects, and she is exactly the kind of design leader I love to partner with. She's clear, empathetic, and deeply collaborative. She communicates expectations with clarity, genuinely listens, and creates space for different perspectives. Her thoughtful approach keeps teams aligned and decisions grounded in purpose. I'd work with her again in a heartbeat.
— Agustina C. (Senior Copywriter)