Redesign of logo
Artful photography to convey strong, confident and tough.

OBJECTIVE:  Build brand awareness and WordPress website for one of the nation’s top litigation boutiques.

BACKGROUND: The Howard Law Group is a leading business and civil litigation boutique, handling some of the biggest, ugliest, toughest, most-complicated lawsuits.  Individuals, Fortune 500 companies, and insurance companies call them to:

  1. Sue the bastards, or
  2. Defend them after they’ve been sued, in mostly nasty, big-dollar, bet-the-company type cases.

For example, an insurance company may call HLG to defend their factory-owner insured after an explosion at the factory killed some workers, or a major truck crash and pile-up on the expressway, or fatal train derailment, or major theft of trade secrets.

Or they’ll represent the tragically injured plaintiff after a terrible accident.

PROJECT DETAILS

Marketing
Branding
Web Design

VISIT WEBSITE

CASE STUDY

Basically, individuals and businesses call the Howard Law Group when it’s all on the line.

When it’s their personal or business reputation. When they’ll go bankrupt if they lose. Or when a loss would set a negative precedent for the entire industry. When their good name is on the line because it’s a family business.

Companies should call Howard when fighting against a company that never settles, or when you need to show rapacious plaintiffs’ lawyers that your company never settles.

They’re a dynamic, effective trial law firm. Bill Howard almost never loses, he’s won over 300 large, complex trials and lost only four in his entire career. He’s roughly 300-4.  Jean Treece Howard is a master story teller and excellent trial lawyer as well.

Unfortunately, the firm’s FindLaw template website was bland and generic, without focus or emotion.  It made them look like every other small firm, which they certainly were not.

There was an opportunity here to use powerful photography to help tell the firm’s remarkable story, using a powerful Google-friendly, mobile-ready WordPress website.  We also needed a new logo and stationery to support the brand message.

BRANDING

Small firms typically have name recognition and awareness issues, so we wanted to use the HOW in Howard as a hook.

Every law firm claims to have a winning record using puffy promises of “successful representations.” In marketing, you can say that you win, or you can prove it, with facts and evidence.

When you have the facts, use them.

WHO ARE WE TALKING TO?

  1. Mid- to upper-level executives and in-house lawyers and middle-market and larger companies nationwide.
  2. Other lawyers in private firms for referrals and co-counsel cases.

WHAT ARE WE SAYING TO THEM?

  1. When it’s really on the line, you need to hire the Howard Law Group.
  2. When you need to defend hard, you need Bill Howard. When you can’t afford to lose or really don’t want to, call HLG.
  3. When you’re up against an opponent whom you know will try this case, or you must try the case, call us to help.

MARKETING/WEBSITE

WordPress Website Features

  • Integrated Marketing Campaigns
  • Responsive Design for Mobile/Tablets
  • Fishman Marketing’s Legal Platform
  • Impact  Photography
  • Integrated video backgrounds
BEFORE AND AFTER

WHERE ARE WE TALKING TO THEM?

On their website, primarily. Also, print ads and direct mailers.

HOW ARE WE TALKING TO THEM?

  • Strong, confident, tough.
  • They are serious lawyers doing serious work for serious companies.
  • Bill Howard is tough and physically intimidating. We wanted to leverage his appearance in the marketing.
  • The HLG lawyers are very nice, fun, and friendly people, with a good sense of humor. But that’s not why clients come here. They get hired because they win. 
WHAT ATTRIBUTES COULD WE FEATURE IN THE ADS?
  • Bill is ~300-4 in big, complex, fiercely contested cases against outstanding trial lawyers.
  • Bill hasn’t lost a big case in over a decade.

We wanted to prove our story using real cases. We built a marketing campaign around real case studies, and an astonishing but provable win-loss record.