Designing copy that aligns with the brand positioning of Longton Legal.
Summary
Longton Legal was about to embark on a brand refresh and this included everything from tone of voice to unique selling points. Working closely with the partners of the law firm, Kay led the content design process to align all copy with the brand’s new tone of voice and style. The output was copy that complimented its fresh look.
Challenge
For Longton Legal, the connection with the end user was lacking. The brand was outdated and given the evolution of user experience, Longton Legal wanted to ensure their services were resonating with their target audience. The brand refresh meant there was a need for a copy refresh as well. Longton Legal was in need of content that would bridge the gap between the legal world and the end user.
Content Solution
Content Design
After reviewing the tone of voice and style guidelines, Kay worked closely with the partners of the Longton Legal to create copy that would appeal to the target audience. Consumers of legal services are in need of empathy, trust and tangible results. On top of that, it was important to leave the legal jargon behind. Kay designed content to showcase the services of Longton Legal in a manner that would resonate with the pain points of the consumer.
“Kay bridged the gap between law firms and the consumer seamlessly.”