Hopkins IP

We created a bold identity and minimalist website for Hopkins IP, blending legal expertise with art-driven design sensibilities.

Hopkins IP approached What Works Studio with a vision that stood apart from traditional law firm branding. Founded by intellectual property attorney Julie Hopkins, the firm’s identity needed to reflect not only her deep expertise in IP law but also her long-standing connection to the fashion and creative industries. The goal was to create a brand and digital presence that blended modern professionalism with the bold, eclectic aesthetic that defines her work and her personal style.

We began with an immersive discovery process, meeting with Hopkins in her home to explore her art collection, design influences, and the creative environments that inspire her. This hands-on approach guided the development of a brand identity that drew from contemporary art, industrial minimalism, and subtle Victorian undertones. The resulting visual language challenged the conventions of legal branding while maintaining the trust and credibility essential to the profession.

The new brand came to life through a custom-designed logo, refined typography, and a cohesive minimalist aesthetic. These elements extended seamlessly to a new website built to be both visually compelling and highly functional. We incorporated photography of Hopkins’ personal art pieces to create an experience that felt unmistakably hers—distinctive, artistic, and grounded in expertise. The site was optimized for performance, accessibility, and SEO, with a user-friendly content management system that allows Hopkins IP to keep its insights and resources current. Additional collateral, including stationery and client-facing materials, reinforced the brand across every touchpoint.

A bold, art-driven brand and digital platform that elevate Hopkins IP and reflect the creative industries the firm serves.

Key Outcomes

• Distinctive brand identity rooted in art, fashion, and IP expertise

• Custom logo and visual system that differentiates the firm from traditional legal aesthetics

• Modern, responsive website featuring Hopkins’ personal art collection

• SEO-optimized digital presence designed to attract high-value creative and fashion clients

• Cohesive print and digital collateral supporting client communication and business development