INDUSTRY. Legal.

CHALLENGE. L&W Litigation and Trial, an industry giant, had a big communication problem: Even as one of the biggest firms in the industry, their messaging was getting drowned out in a sea of sameness.

WORK. Research pointed to telling a new story in a new, audacious way. I defined a bold voice devoid of legalese, crafted a provocative brand narrative with distinctive messaging pillars, and distilled targeted messaging for key audiences.

Agency: Siegel+Gale (NY)

Project Toolkit

  • - Content audit

  • - Verbal ID

  • - Voice guidelines

  • - Brand story

  • - Messaging architecture

Defining the voice attributes.
Dimensionalizing guidelines for the voice.
Fleshing out the core idea to ground messaging.
Tailoring messaging for key audiences.
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