The Inside
Discover your brand’s reach, audience, market, purpose, and beliefs. How we develop brands is grounded in where that brand will live and who it will interact with. If you already have some of this information, we can leverage that too.
We gather and develop this foundation with:
- Brand awareness studies
- Audience insights
- Market research
- Stakeholder interview
- Strategy & tactics
- Positioning
- Brand pillars
The Outside
Define the brand with a strategic identity.
If you have a brand that doesn’t properly represent your business, or you have no brand at all yet, these are things we can help you with:
- Voice and tone
- Expressions (tagline, key marketing points)
- Visual identity
- Campaign concepts
- Copywriting
- Brand partnership approach
- Content strategy
Ongoing Support
If you’re the Founder of a small business, or leading a team at a larger company, we offer select clients:
- Brainstorms & workshops
- Strategy advisement
- Oversight of Brand implementations
Lawfty—Elevating a Brand to Match a Business
- Positioning
- Brand Strategy
- Visual Identity
- Voice and Tone
- Expressions
- Website Design
- Copywriting
- Positioning
- Brand Strategy
- Visual Identity
- Voice and Tone
- Expressions
- Website Design
- Copywriting
Don’t Fix What’s Not Broken
Oftentimes a company will come to you with challenges. The idea is to then leverage a variety of inputs to strategically build a brand to remedy those challenges. But when we met Lawfty, everything was going pretty well.
Lawfty partners with personal injury firms to market their services, get them cases, and then share revenue from the settlements. The business was profitable, growing year over year, and every one of their clients was also making money.
Over Their Heads
There was one hurdle though, and that is that personal injury lawyers aren’t marketers. This means they don’t always get what Lawfty offers, even when it’s making them money. So in the cases of acquisition, before Lawfty has had a chance to make a partner money, getting the value across can be a complex hurdle.
Double Down on Knowing What They Don’t
While the first instinct would be to build out education as a core part of the brand, we knew that wasn’t right for this audience. Sharing industry highlights and tech advancements, sure, but requiring lawyers to learn the digital marketing technology and all of its capabilities intimately? Not happening, they already have their hands full.
Instead we strategically positioned Lawfty as the experts they are in order to draw out the right partners—the ones that would inherently trust Lawfty with its marketing investment rather than micromanage it. We built on this positioning with attributes that would instill confidence and excitement, just the way Lawfty’s technology and team would once the partnership was underway.
Brand Pillars
Proactive
Don’t worry, we’ve built machine-learning to do a lot of the heavy lifting.
Proud
We’re aware of what we’ve created and the power it has. We’re not afraid to talk about it.
Honest
It comes naturally and it also happens to make for good business.
Resourceful
Most marketers grapple with attribution models, we built one.
Ethical
We run everything, even the little things, by our ethics attorney.
Bold
Given the law-marketing climate, blending in isn’t an option.
Brand Applications
Totes
Ads
Business cards
Earn Their Interest
We learned that most personal injury lawyers get cold called daily by marketers. So another hurdle we had to overcome was an audience that’s pretty jaded.
But what if the marketing agency invested their own money alongside you? Now you’re listening, right? We honed into value props like these and paired them with a tone of voice that’s intentionally hard to ignore.
Voice and Tone
A Premium Pick-Me-Up
Another critical step toward targeting a more elevated clientele was developing a new visual identity. Given the strategy of doubling down on knowing what the client doesn’t, it was important that the visual identity mirror that boldness.
We started by evolving the geometry of the existing logo in order to create a tighter, more impressionable brand mark. We paired this with a simple and sophisticated color palette of deep blue as the primary and cream as the secondary. A hot air balloon icon adds a touch of charm with an underlying meaning inspired by the tagline we developed: aim higher. Whether it be subway ads or gift boxes, type is set higher to elicit that feeling of rising to the top.
Our symbol—to aim higher.
We have an esoteric business with a number of unique marketing challenges. Martha took the time to understand every nuance of our business and industry, which led them to uncovering some very creative and novel paths forward. I genuinely hope Martha will be the marketing arm of our business for a long time to come.
