Where vibrant lawyers meet like-minded and equally ambitious clients.
Case Study
HAIGH LYON LAWYERS
Haigh Lyon is a leading law firm based in downtown Auckland, New Zealand.
They have a carefully curated team of experts who meet client challenges at their pace. They provide personalised, innovative and robust legal advice that’s both intelligent and engaging, in a caring and collaborative environment.
Services
Brand Strategy
Website Architecture
Copywriting
REQUIREMENTS
I was brought onboard by Haigh Lyon’s design company to handle various aspects of a larger project.
This was one of those great projects where the client was fully onboard with the entire process.
Even though Haigh Lyon has a lot of high-end, alpha energy legal minds, they were very happy to trust in, and be led by, the experts they hired.
I had full access to all the partners and their teams, to extract all the info I needed.
Like most of my work, this project was completed remotely.
Research
Research Haigh Lyon, their clients, competitors and industry.
Tone of Voice
Develop a tone of voice document to be used by internal and external teams moving forward.
New Website
Write a new website based on my research, interviews, new tone of voice document and website architecture.
Blog Posts
Write blog posts and authority articles for the new website launch.
Brand Strategy
Upgrade an existing brand strategy, for a more modern and relevant take. on their business. This included new Values, Positioning, Personality, Key Messages, Brand Story, and Brand Expression.
Website Architecture
Work with Haigh Lyon’s design company to help develop the website architecture.
Staff Profiles
Interview the entire team and develop all their profiles, with real personality.
Rewrite website legal docs
Give the firm’s terms and conditions, and other legal documents the human touch.
Recommendations
EQUALLY AMBITIOUS
Haigh Lyon connect with clients who are driven and are as ambitious as themselves. Like-minded and equally ambitious became a key point in their ideal customer avatar.
Results
A happy team enjoying significant growth
It was a real pleasure working on this project with the Haigh Lyon team. People know when they see work about themselves if it has truly captured them. It’s hard to express or articulate this until someone outside looks in and shows them. (Wood for the trees.)
At the end of the process, nobody can imitate you. It’s one reason I love the work I do. Helping people have aha moments; to see their essence articulated in a way that feels right. And helps drive them and their brand forward with more purpose.
The structure and copy on the Haigh Lyon website has been unchanged since I wrote it. Which means it works. That and they’ve increased the size of their team to cope with additional workloads.
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