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Let’s talk about design! Design is something that so many law firm owners don’t spend enough time thinking about.
➡️ What does your design say about your company?
➡️ Should you create a brand book for your firm?
➡️ What are some design mistakes that you’ll need to avoid?
➡️ Does design really matter?
➡️ How often should you freshen up the look of your website?
These are some of the questions that our guest — Lauren Felter is answering today.
She’s a design educator for non designers and a former ladder climber. She spent the first decade of her career overseeing marketing operations and technical systems for a university admissions office, while also teaching design as adjunct faculty. Then in January, 2020, after intense burnout and an identity crisis at the top, she decided to blow it all. And do it her own way. So she turned her highly sought after university design course into one specifically for professionals like lawyers and business owners who aren’t graphic designers, but find designing an inevitable part of their regular to-do list.
Episode Highlights:
02:06 Laura’s journey … and and getting results
09:19 Design tips that attorneys should know …
11:51 Creating a brand book for your company
12:44 Design mistakes to avoid …
15:34 Paying five bucks for a designed logo on Fivverr may not be a good idea … here’s why
17:52 How do you remove your personality, out of the branding?
20:01 How often should law firm owners be thinking about freshening up their look?
Jim’s Hack: How often do so many of us feel like we have to justify taking care of ourselves to make sure that people don’t think we’re too highfalutin? We don’t have to justify ourselves to other people.
Lauren’s Tip: You are allowed to change your mind. If it’s not working or serving you right now you are allowed to figure out what’s a better fit for you. Pivoting is not failure.
Tyson’s Tip: Read the book Fascinate by Sally Hogshead to deep dive into creating an irresistible brand.
🎥 Watch the full video on YouTube.
Connect with Laura:
Resources:
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- Subscribe to the Maximum Lawyer Youtube Channel
- Follow us on Instagram
- Join the Facebook Group
- Follow the Facebook Page
- Follow us on LinkedIn
Transcript: DIY Business Branding with Lauren Felter
Speaker 1
Run your law firm the right way. This is the maximum lawyer podcast, podcast, your hosts, Jim hacking and Tyson metrics. Let’s partner up and maximize your firm.
Jim Hacking
Welcome to the show. Welcome back to the maximum lawyer Podcast. I’m Jim hacking.
Tyson Mutrux
And I’m Tyson Meatrix. What’s up, Jimmy?
Jim Hacking
Oh, Tyson. I’m very excited about today’s episode, we’re going to be talking about design design, which is something that so many law firm owners don’t spend enough time thinking about.
Tyson Mutrux
Yeah, I was actually whenever I saw this one on our calendar, I was really excited about it. So I am looking forward to it.
Jim Hacking
So let me introduce our guests. Our guests is Lauren filter. She’s a design educator for non designers and a former ladder climber. She spent the first decade of her career overseeing marketing operations and technical systems for a university admissions office, while also teaching design as adjunct faculty. Then in January 2020, after intense burnout and an identity crisis at the top, she decided to blow it all up and do it her own way. So she turned her highly sought after university design course into one specifically for professionals like lawyers and business owners who aren’t graphic designers, but find designing an inevitable part of their regular to do list. Lauren, welcome to the show.
Lauren Felter
Thank you for having me.
Jim Hacking
Before we get started, let me just say that when I was in college, I drove a school bus between the two campuses, like I would drive all the students and then sometimes the admissions office would hire us to drive the potential students around campus or to downtown. And one time I didn’t want to work and they made me work. I didn’t want to drive and they made me drive. So to punish the admissions office, I drove through the worst part of town with all these future freshmen on the bus. I got in big trouble for that one. I’m sure they love that. Yeah.
Tyson Mutrux
So Jim, I mean, we’ve had, I don’t know how many hundreds of podcasts now. And I didn’t know that about you. But one of these days, I’ll tell you about the story where I get hit by a school bus. And it’s actually better worded, I ran into a school bus. But we’ll talk about that later. A little tease that for some other time. But Lauren, I’m really interested in your journey. So tell us how you got to where we kind of heard a little bit about your bio, but tell us how you got to where you are now.
Lauren Felter
Yeah. So I started off as a university tour guide, September of my freshman year. So did that all four years of my undergrad and then started working in that same admissions office at my alma mater, two weeks after college graduation. So I had been raised by two parents that had decades long careers at the same place. And that kind of loyalty was instilled in me, I guess, subconsciously. So I started out, as you know, kind of like a marketing coordinator, wearing a lot of hats, and then kind of worked my way up, like it said, in my bio to operations, technical systems, I implemented a CRM. And then I was also teaching this design course for non designers as adjunct faculty. So I’m really fortunate a lot of things just kind of were opportunities that presented themselves to me. And it was like, okay, yeah, I’ll do that. I’ll do this, I’ll do that. And then I left the university after, I don’t know, six or seven years, I think. And then I went into corporate consulting. And that was a quick, very quick stint only about five months. Ironically, I was actually a project managing legal claims administration for class action lawsuits. So I kind of know a little bit about this world, I would like help design, the postcards that went out when like, you know, Kellogg’s was like being sued for too much sugar in the cereal, or whatever. And then yeah, January of 2020, I just kind of got to this point where I was, like, you know, I am really, really not happy. I’ve done a lot of things that people told me like, You should do this, like, Oh, this is the next job, like, oh, you know, make the money, buy the house, like all the things and I just felt like, really, really held back and tied down by these decisions I had made that I honestly didn’t understand the implications of and so I was like, I want to do something different. I want to work for myself, actually, the first plan was that I was going to be a professional speaker. And I sold my house in February of 2020. And I was going to travel all of 2020 so ended up living with my parents, which was like a really great way to you know, start the beginning of the pandemic like to boomers sipping their coffee at, you know, 6am Everyday no offense to the boomers love my parents, but we all got on each other’s nerves. So yeah, that’s where I am today. I am a design educator for non designer. So I actually worked with a career coach to kind of figure out like, Hey, you’re really good at this thing that could help a lot of people like you teach design in a way that the average Joe or Jane can understand. And that’s what I do now.
Jim Hacking
Learn what gave you the confidence to think that you could go out on Your Own BS speaker or be a design person for non designers.
Lauren Felter
So the confidence to be a speaker was total lack of research, I had no idea that it was such a competitive space. Literally, I was like, I want to motivate young adults and college students to not make the same mistakes as me. And then I started pitching myself and I’m like, oh, there are like 90,000 other people doing this exact same thing. So what’s really? What’s the word? I’m looking for? Blind confidence.
Tyson Mutrux
That’s when you said that I was like, Holy crap, because it’s highly competitive it is. It’s really now the people that make it, they make some good bang, but it is it’s a challenging market to break into. But so tell us about what you do for companies, because I think people hear designer like what does that even mean? So like, what do you do for companies?
Lauren Felter
Yeah, so really, my specialty is I take design from an indescribable art into an easy to follow set of rules. So a lot of people, they look at things and they say, I know that that looks good. Or I know that that looks bad. But like, I can’t tell you why. Or if I tried to create it myself, I wouldn’t know how to do it. So I have a design course that teaches you know, sets of rules, it teaches the meaning of colors and fonts, and then how to, you know, make it all work together so that your marketing coordinator at your law firm can put together flyers and social media graphics, and it can still look good and on brand. And then I also have several branding services, and I create custom websites. But through and through. I am an educator at my core. So I was actually just talking to someone yesterday. And they were saying, I get really frustrated whenever I work with freelancers from Fiverr because they just like create something they don’t ask the right questions. And then in the end, they can’t explain to me why they did what they did. And so I really pride myself on always explaining always coaching someone to the place of being able to answer a question or give me the information that I need to move forward. One of my taglines is that I operate from a no shame, no shade perspective, because I know that design can be really intimidating and like people will come to me and they’ll be like, I know, I know, my stuff looks really, really bad. Please don’t make fun of me. And it’s like, I’m never gonna make fun of you. Like we’re all starting somewhere. But we can like do a little bit better, you know, tomorrow, and in a few weeks like we can get there together.
Jim Hacking
You mentioned that after the public speaking circuit idea went kaput, that you worked with the coach to figure out, you know, what made sense for you? How was that process? And how did you end up on design in that process?
Lauren Felter
Yeah. So when I was working at the university that I worked at, I taught a design course it was called Visual Communication. And it was a required course for all communication majors. And so I taught design, and then I also taught them Photoshop, InDesign, Illustrator, and a little bit of video. And it was really popular, I was always told that, you know, out of like, the eight other instructors that I got, you know, the best reviews, and I taught both in person and online. So that was like, always something that I did in the background that I didn’t quite realize, like was, I guess, as a big of a deal as it was, it was just like, oh, this like thing that I do that’s like, kind of fun and rewarding. And so when I was working with the career coach, I told her like, I want to do something that helps people, I want to do something that I’m good at. And I want to do something that’s unique, because I don’t know if y’all are Enneagram people, but I’m an Enneagram three with a four wing, which basically means that I number three is you’re the achiever you need people to see you as successful. And then number four is the individualist. So like I need people to see me as successful, but I need it to be on my own terms like not, you know, the exact success that other people have seen. So yeah, work together. She actually was a career coach for creative people. So like that really helped that she kind of got what I was doing. But yeah, if you’re younger, and you’re still in college, potentially listen to this, definitely take advantage of the career services at your university because it gets expensive when you have to do it later in life.
Tyson Mutrux
I’m not sure I’ve ever heard the word Enneagram in my entire life. Maybe I have, but I don’t know what it is. But that’s interesting. What are some design tips or maybe some principles that attorneys should know?
Lauren Felter
So one of the things that I talk about a lot is really consistent branding. And so when people hear the term branding, they think like, oh, yeah, I have a logo and I put my logo on, you know, my business card and my website and whatever. And really, branding is anything visual that someone sees representing your organization, your law firm, and it is giving them an impression of who you are and what you stand for before they even read a single word. So what I like to do whenever I do live courses or live workshops, is I always do this exercise. It’s very popular, and I put two sets of colors on the screen. So lately, I’ve been doing the colors for Walmart and the colors for target. But there’s nothing else other than just those two colors, you know, for each and I say, you know, how would you describe this brand just based on these colors. And like for Walmart, it’s like, you know, approachable, family friendly run of the mill, you know, whatever. And then for target, it’s like fun, exciting, trendy, blah, blah, blah. And then I do the reveal of the logos, and everyone is just blown away, like, oh, wow, like I didn’t realize. And so it’s not just your colors, it’s your fonts, it’s your shapes, like there’s a difference between a squiggly line, a thin line, cropping a headshot to a circle versus a square, all of those things, communicate something. So what I do both as an educator and as a service provider, is I help you understand the meaning of all of those things, so that we can have that consistent branding across the board. So if you’re trying to achieve this on your own, the first step is really understanding like, what are those things that I stand for? So typically, when I work with clients, I say, I need you to select five adjectives that you would want your ideal client to use to describe your brand. So obviously, like the law industry is a little bit more professional and buttoned up. But like, are you more of a casual firm? Do you want to be taken more seriously? Like, what are those words that you would want someone to use to describe your brand, and then we go from there. And we pick fonts that are professional or fonts that are casual colors, you know, shapes, all of the things. And that’s really how you figure out what your branding is. And then of course, to achieve consistency is you need to actually replicate that across your website, your social media, print collateral, you know, all of the different parts and pieces.
Jim Hacking
One of the things, we hired a full time graphics person at our firm, she does all of our visual stuff. And one of the things she had us do was a Brand Book, do you want to talk about what a Brand Book is and how it might be helpful for law firms?
Lauren Felter
Yeah, so a Brand Book is a formalized document that’s very similar to what I was just talking about where it fully defines, these are our logos. These are how we use them. These are our colors, these are our fonts, these are shapes, oftentimes it will talk about like headshots like you know, our headshots are always going to be black and white, or they’re always going to be on a white background, or we’re going to be standing in front of you know, dark wooden cabinets or you know, whatever. But it’s really like setting the tone for the firm so that all of the different visual pieces can be consistent across the board.
Tyson Mutrux
Here’s, there’s some like design, no no’s, you’re like, do not do this. Do not do that. Yes,
Lauren Felter
like about a billion. So I’m gonna try to narrow it down. Okay, so I see a lot, and I’m sorry, to the lawyers, I know that you are trained to write and to probably speak a lot, but like, a lot of words, is really intimidating. And so if you were walking down the street, and someone handed you a piece of paper, that was just nothing but tax, like, you’re probably not going to read it like it’s very intimidating. There’s no reason for you to read it. So whenever you have on your website, I’m not talking about like legal documents, I’m talking about, you know, marketing things on your website, on social media, anywhere that you feel that you have to put a lot of tax like a let’s figure out, does it really need to be that much tax? But be can we add a heading or some headings that tells someone like, why they should care about this thing? So like, if you have four paragraphs on your about page, like, what if you sat down and said, Why should someone care about each of these four paragraphs? And can we just like put a short heading above it, that would entice someone to actually want to read that thing. Another really common one is like using bullets, because a big paragraph is intimidating. But if I see five bullets, my eye knows, hey, this is five things without actually having to read five different things. So really figuring out a way to like break up a lot of text, which is kind of like both a design and a writing exercise. But like asking yourself, why should someone care? And like when I’m working with clients? I’m like, Okay, I’m gonna ask you this question. It’s gonna sound insulting, but like, I’m being honest, like, why should someone care about this paragraph? Like tell me why should someone care and then they’re like, because, you know, we use all vegan products or whatever. And so it’s like, okay, that’s our heading like that’s the hook that we’re going to use to get someone to actually read this paragraph here.
Becca Eberhart
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Jim Hacking
You’re listening to the maximum lawyer podcast, our guest today is design extraordinaire Lauren filter, she’s with us here on the show. We’re very appreciative of that. One of the things that I really like about marketing as having something to market against. And I noticed that you had mentioned how people just pay five bucks on Fiverr or 10 bucks and hope to get a good design. Can you talk to our members about why that might not be the best approach?
Lauren Felter
Yeah, so you know, a lot of freelancers or inexperienced designers and like you know, no offense to people with less experience, we’re all learning we’re all getting there. They don’t always know the questions to ask. So they either give you something that like, they just feel like looks good, or they know, okay, you’re like a lawyer, you’re professional, I’m going to use like Navy and gray and like a times new roman looking font, because it’s you know, professional, or they just do something that’s like trendy, because they just don’t know the questions to ask, and they don’t know how to coach you to get the information that they need. Or they’ll just like, see something on your website and replicate something like that. And then, you know, you end up Oh, actually, we’re about to redo our entire website, you know, I was recently working with a company, putting together some presentations for them for their CEO to go out and, you know, pitch them to different organizations. And I looked at their website, and made a whole pitch deck that looked, you know, all the same branding as their website. And the CEO hated it. And she kept giving me this feedback. And I couldn’t understand why. And then I found out, oh, yeah, she’s actually never looked at our website before. And I was like, oh, okay, well, that was a big learning lesson. I guess that’s a question that I’ll ask next time. It’s like, what of your existing assets? Do you want this to look like?
Tyson Mutrux
That is hilarious. I wonder how many lawyers listening to this have actually never been to their website? Because I bet it’s a higher percentage than what we think.
Lauren Felter
So the challenge, I will say, look at your website, on your mobile phone, because if you are driving traffic to your site, from digital ads from social ads, people are landing on your website from their phone, and you’re probably only ever looking at it on your computer. And it is a very different experience.
Tyson Mutrux
100% agree. Yeah, I hadn’t looked at it in a couple of months, actually. So I’m glad you said that. So I want to look at mine. There’s some things I want to change the so I want to ask you, this is gotta be kind of hard, I’m sure. Because whenever you’re meeting with a new company, let’s say you go over and you meet with Jim’s firm. And then two weeks later, you come over my firm, we have completely different personalities, right. But I think that there’s probably a risk or a tendency of the firms or the companies to take on the characteristics of the designer. So how do you remove yourself your personality out of the branding?
Lauren Felter
Yeah. So number one is starting with those five words telling me what five words would you want your ideal client to use to describe your firm? And then I typically start with three options. And I say, why I made the decisions I did with each of those three options, like, okay, so you said that you are, you know, serious and fun. Sorry, those are opposites, serious, professional, and community oriented. So like, I might kind of meld two of the three options on each of them. And then you tell me, you know, what it is that you like about each one? So I mean, I think all designers definitely have like a style. But it’s really an understanding, you know, what it is that you’re trying to convey with your firm, and then presenting options and going from there.
Tyson Mutrux
Hey, Jimmy, let me ask you a quick follow up to that. So let’s say that you’re the company does come to you and say they say serious and fun, I guess. Can you have both? How do you deal with a situation like that?
Lauren Felter
Sometimes I make people define words because they define them in different ways. Like I would ask, I’d be like, Hey, give me an example of like, how you can be serious and fun at the same time. And then like, we would probably get to the root of it, which is that they’re actually more one than the other but one is like aspirational, like, you know, when bosses tell you that, like they care about you and they actually don’t like you know, sometimes it’s just lip service.
Jim Hacking
So we just redid our website. And of course, as soon as you said you need to look at it on mobile I have already but I ran Straight to website, how often should law firm owners be thinking about freshen up their look, I think some people might do it too soon. But I think many, many more do it way too long. I mean, Tyson and I used to, we did a couple episodes where we would just randomly pick some practice area in some random part of the country. And I remember we found this estate planning lawyer in Sinitta, California. And it was like 1990s website design. So when should we be thinking about freshening things up?
Lauren Felter
So typically, organizations are going to evolve their branding every two to five years. And so when I say evolve, like that doesn’t mean new logo, new everything new website, it just means like, we’re gonna evaluate, like, what about the prior iteration was maybe a little trendier than we realized. Or when we did this branding, you know, we were looking to go after this market, and now we’re trying to go after this market. And also, you know, like, when you build your house, and or you renovate your house, and you know, you paint all the brick white, and you have white countertops, and white cabinets, like right now, you know, like, five years ago, maybe you didn’t realize that was trendy, and then everyone else in your neighborhood started doing it. And then you realize, like, oh, it’s really trendy, it’s kind of the same thing with design is that sometimes we make decisions, and we feel like they’re timeless, and then a lot of other people start replicating them. And it’s like, oh, you know, that was a little trendy. So yeah, I think, you know, people, obviously, all of these different marketing assets are expensive, you know, we invest a lot of time, money and resources in our logos, or branding, our websites, brochures, you know, social, all the different things. It doesn’t have to be this hard line in the sand that like on July 1, the blue goes away, and I don’t ever want to see blue ever again. It’s like, Okay, on this date, like, Okay, well, you know, we’ll update the website. And then we’ll start, you know, rolling it out on social like, unless you completely change your colors from like blue and gray to pink and green, like a brand can evolve slowly over time. And it doesn’t have to be this like, hey, you know, we have a new color that we’re introducing like it can just be this evolution.
Tyson Mutrux
It’s funny you say that because there’s a firm in town in St. Louis, that it’s the big volume firm in town that I was on their website the other day, and they’ve completely changed their colors. And I was actually shocked by it. So that’s really interesting. Also, our firm colors are blue and gray. So I figured it sounds like you’re talking to me is what it sounds like I need to change my colors.
Lauren Felter
I would bet that about 90% of firms are blue and gray or some kind of cream or something like that. And one other thing that I want to mention is like don’t ever announce that you have a new website, like nobody cares that you have a new website other than you people go to your website, because they want to know like, what are your services? Like? What can they learn from you, whatever, but like just saying, Hey, I have a new website, unless it’s like we have this new resource on our website, or we have again, like ask yourself the question of like, why should I care kind of thing?
Tyson Mutrux
That’s funny, Jimmy here that no announcing the website.
Jim Hacking
We already did that we already broke that rule. That’s funny.
Tyson Mutrux
All right, we are getting close to time. So I do need to wrap things up. Before I do. I want to remind everyone to join us in the big Facebook group. Gemini we’ve increased our engagement in the Facebook group shared a little bit more love there. If you want more high level conversation, join us in the guild go to max law guild.com Max law guild.com. And while you listen to the rest of this episode, if you don’t mind leaving us a five star review. I would greatly appreciate it Gemini, both of us would because it helps spread the love. Before we get to our tips on our hex of the week. Lauren, do you want to tell people how they can get in touch with you if they want to work with you? Yeah,
Lauren Felter
so my brand name is Felter. Unfiltered and the initials were intentionally selected as fu because when I first started all of this, I said you know, this is my fu to the world. So you can find me at Felter unfiltered.com, or my Instagram is spelter, unfiltered and I share a ton of really easy to follow free tips, things that you can implement starting today to make your designs look better.
Tyson Mutrux
I’m going to check that out as soon as we get done. Jimmy, what’s your hack of the week.
Jim Hacking
So my gym opens at five o’clock in the morning and five o’clock. That’s when I get there. I usually there’s some real gunners who are just like itching to get in there. They’re almost like fighting like at Walmart on Christmas Eve or Black Friday. So usually I let them sort of go up but my coach keeps expanding the amount of time that I need to be there. So I need to get in there right when it opens to now and there’s this one fellow who comes in right with me and I don’t really understand he’s going to swim right and so but he moves around really fast, really fast and he comes dressed. And then he puts on his swimsuit. So I’ve noticed him because he’s running around like a crazy guy and yesterday and you know where I go and where he goes is sort of like 10 lockers away from each other. And yesterday he started talking to me and where I go is sort of an affluent part of town. It’s an expensive gym. And he launches into this five minute explanation about how he has a blue collar. Literally, these are his words, he has got a blue collar job, he can barely afford to go here. He says, this place is in front of you guys, but I live in Florida. And so he lives up in North County, like he really felt it was important to tell me all the details like he was justifying to me why he was there. And it’s really sort of funny because he’s talking and then he’s in his tighty whities. And then he’s naked. And then he’s got his swimsuit on. And he’s running away, like, almost like he’s still talking. And then I saw him again today. And it was like a repeat. It was like Groundhog Day. It’s 501. He’s getting his tighty whities. He’s telling me, you know how much he makes it Boeing doing blue collar work and how he could never afford to live here. And it was his whole thing. And I started got a kick out of and he’s a nice enough fellow. But I thought how often so many of us feel like we have to justify taking care of ourselves, or justify our existence, or to make sure that people don’t think we’re too highfalutin. So I’m gonna continue talking to him. Eventually, probably, I’ll say to him, Look, bro, it’s all good. And I you know, I like today, I said, Have a good day out on the line. Like, it’s all good. We don’t have to justify ourselves to other people. And we certainly don’t have to do it when it comes to taking care of ourselves swimming laps or getting on the treadmill or whatever. So I just thought I’d throw that out there today because it really makes me giggle.
Tyson Mutrux
Jim, I feel like you’re speaking to me because as someone that came from two parents that didn’t graduate from high school and in the legal space for the first probably five to six years of my career, I felt like I had to prove something to people. And I don’t like I don’t Yeah, I don’t explain myself to people like them. Now we got to put an X live on the podcast, but that’s fine. Lauren, we always ask our guests to give a tip or hack of the week yet one for us.
Lauren Felter
Yeah. So mine’s actually pretty similar to Jim’s and it’s that you’re allowed to change your mind. So no matter if you have very expensive education, like probably a lot of people listening to this have or you told people this is what you want to do. If it’s not working. If it’s not serving you right now or ever, you’re allowed to figure out what’s a better fit for you. And pivoting is not failure.
Tyson Mutrux
Oh, I like it. Pivoting is not failure. Very good. I listened to a couple episodes this week by Guy Roz on how I built this. And both of the founders were talking about pivoting and like it was, you know, failure and all that kind of stuff. So it’s all kind of intertwined. So I like that pivoting is not failure. So my recommendation is going to be a book and it’s gonna be good as my camera goes out. But the it’s fascinating. This is a good one for this episode, because it’s by Sally Hogshead. And it is a lot about branding. And if you’re struggling with getting to the bite, if you don’t hire Lauren, you’re struggling getting to figure out like, what’s my brain about? Read that book. And she really kind of walks you through it and identifying what your brand is. And so I really recommend it. It’s by Sally Hogshead. It’s called fascinate. But Lauren, thank you so much for joining us. Really, really appreciate it. I’ve learned a lot on this episode. So I appreciate you sharing your knowledge with us. Yeah, thank
Lauren Felter
you for having me. This
Jim Hacking
is great. Thanks, Lauren. Good stuff.
Tyson Mutrux
Thanks, Lauren. We’ll see you later. Bye, guys.
Speaker 1
Thanks for listening to the maximum lawyer podcast. To stay in contact with your host and to access more content. Go to maximum liar.com. Have a great week and catch you next time.
