Remember that one day… when we were working on the new website for NewLAWu.s.?

 

The NewLAWu.s. team…where should I begin?! They are fabulous. Extremely intelligent people who want to live life to its fullest, and forward thinkers with great ideas and a business concept/strategy for the modern legal market. Now wait…let’s go back to the extremely intelligent part for just a minute…it reminded me of this one day when we were working on copy for

their website.

 

There was no question they wanted a new website with a fresh modern design, so this wasn’t the problem. It was the copy…the content. They knew what they wanted to say; but HOW to say it was a whole

different story.

 

They were starting something new; a new business strategy for a law firm, with a
non-traditional approach (to a very traditional industry). So, our challenge

was in the voice - how do we explain what they are doing, how they are different, and still make it interesting and not so well…

’lawyer-ish’.

 

We weren’t sure how to do this, and quite frankly neither were they!

First, we tried a bit of a casual tone. No, not that casual. Then, that’s too wordy. Revise. Nope, now that’s not detailed enough. Okay, finally found a good balance!

 

And then…THEN…

Not THAT word…let’s use this word. Wait. WHAT?! It’s just a WORD! But, it matters! Trust us, that blend of modern and casual with content that not too lawyer-ish (but still a little lawyer-ish) is an art form! The last time I checked, no one on my team is a lawyer (but I’m pretty sure Daniel

might disagree…)

 

To the general reader, they might be just words…but for our clients, these words might be their “thing.” Their market position. Their value proposition. And most importantly, their PASSION. The lesson

is that while words (voice, tone, and vocabulary) are just one element of a brand foundation, they are a critical piece of

the puzzle!

A Collection Of

hilarious, yet insightful, project moments from Ron and the CBC team’s point of view.

Ron Robinett

CEO & Creative Director