Modern era for law
Your partner on life’s journey.
After multiple generations, the managing partners at Hinds and Hinds wanted to breathe new life into their traditional family law firm.
Law is one of those industries that’s an easy cliché. Cherry wood, legal books, tufted leather – you’ve been there. Just like with other disciplines, a certain standardized familiarity isn’t always a bag thing: You want your mechanic to have grease under their fingernails. But the partners at Hinds and Hinds knew their skills didn’t rely on such stereotypes. They aren’t cutthroat divorce lawyers with aggressive (and often nasty) tactics. Their approach is mediation, not fighting it out in the courts. To complement their non-combative but professional style we were also able to gain insights that led to a very deliberate business model: Fewer clients with higher value cases.
We knew from the get-go they needed a contemporary digital and physical presence to complement their new direction, so we got to work on articulating their personalities as people and their practice’s personality into tangible form.
Your partner on life’s journey.
After multiple generations, the managing partners at Hinds and Hinds wanted to breathe new life into their traditional family law firm.
Law is one of those industries that’s an easy cliché. Cherry wood, legal books, tufted leather – you’ve been there. Just like with other disciplines, a certain standardized familiarity isn’t always a bag thing: You want your mechanic to have grease under their fingernails. But the partners at Hinds and Hinds knew their skills didn’t rely on such stereotypes. They aren’t cutthroat divorce lawyers with aggressive (and often nasty) tactics. Their approach is mediation, not fighting it out in the courts. To complement their non-combative but professional style we were also able to gain insights that led to a very deliberate business model: Fewer clients with higher value cases.
We knew from the get-go they needed a contemporary digital and physical presence to complement their new direction, so we got to work on articulating their personalities as people and their practice’s personality into tangible form.
We brought their 50-year-old brand system into the 21st century while showing heart in sophistication.
Staid doesn’t have to mean plain.
Since we weren’t concerned with garnering a high volume of clients, we created multiple customer personas and took Hinds and Hinds through a customer journey map, grading personas, identifying the types of clients they wanted (and, more importantly, clients they did not want) and the channels in which to attain those contacts. We abandoned traditional marketing avenues for law firms, seeing that as a waste of money when a more boutique, targeted approach would serve them much better, not just financially but also as a brand builder.
They needed an inviting, relaxed office interior for client meetings and their web and other digital real estate needed to match their “happiness as an outcome” point of view rather than “let’s take my ex for everything they have.” This new approach not only increased the law firm’s value but allowed them to do what they wanted, which is to amicably solve marital disputes, especially when children are involved.
Hinds and Hinds are the nice guys, so we made them nice.
Staid doesn’t have to mean plain.
Since we weren’t concerned with garnering a high volume of clients, we created multiple customer personas and took Hinds and Hinds through a customer journey map, grading personas, identifying the types of clients they wanted (and, more importantly, clients they did not want) and the channels in which to attain those contacts. We abandoned traditional marketing avenues for law firms, seeing that as a waste of money when a more boutique, targeted approach would serve them much better, not just financially but also as a brand builder.
They needed an inviting, relaxed office interior for client meetings and their web and other digital real estate needed to match their “happiness as an outcome” point of view rather than “let’s take my ex for everything they have.” This new approach not only increased the law firm’s value but allowed them to do what they wanted, which is to amicably solve marital disputes, especially when children are involved.
Hinds and Hinds are the nice guys, so we made them nice.
One of the assets they ended up valuing the most were their robust brand identity and style guides.
