Sector · Law

Branding for law firms

BRAND REPOSITIONING

The new positioning of the IGR Grasel Advogados brand connected its values to trustworthiness

We were selected by the law firm IGR Grasel Advogados to change its strategic positioning.
We co-led an action plan that culminated in the brand redesign, corporate print materials, and its online and offline applications. We also connected the brand and its purpose to the team of attorneys by holding an immersion event called "Justice Do it!" . Content, synergy and passion, with rich content, branded gifts and the presentation of the new brand and new positioning. We led the creation of a new Brand Culture and new values. Today IGR has new purposes!

Experience with legal brands

BDDB.ag has worked in branding, design and communication since August 2002. In the legal sector, we led the repositioning of IGR Grasel Advogados: a brand relift, brandbook, corporate print materials, a new website, environmental design and an educational content front with a blog, social media, live streams and podcasts. The new brand culture was presented to the attorneys at an immersion event before reaching the external public.

In law firm communication, we follow the OAB (Ordem dos Advogados do Brasil, the Brazilian Bar Association) Code of Ethics and Discipline and Provision No. 205/2021: informative content, discreet and sober language, no promise of results, no mention of fees and no client solicitation. Each piece is approved by the firm before publication, since the identified attorneys are accountable for the advertising before the OAB. The goal is for the firm's technical quality to be clearly perceived, in an ethical way. See also Branding for law firms. Read about the digital transformation of IGR Grasel Advogados or talk to our team.

DIGITAL REPOSITIONING

We will never be exclusively ON or definitively OFF! We created an Omnichannel experience for the IGR Grasel Advogados law firm brand

What good is a brand relift if it is not strategically positioned in digital media? We developed the new website and, together with it, IGR Grasel Advogados' new digital presence on social media and a YouTube channel. We promoted and produced live streams, podcasts and plenty of content for the blog. You already know that law firm websites go unvisited because the players stick to corporate content only. In a disruptive, unconventional way, we decided to take an active stance, delivering cutting-edge visual experiences combined with in-depth content, making the brand a rich weekly source of information for the sector. We used inbound marketing strategies to grow organic traffic and, as a result, generate more business opportunities and relevance for the IGR brand and its services.

A NEW VISUAL UNIVERSE

We humanized the communication and created exciting visual experiences

Breaking from the ordinary to gain relevance and stand out.
Our creative process puts the brand in the spotlight and builds connections through archetypes and personas.

Igr grasel relift de marca e papelaria pagina

Results

ACHIEVED WITH OUR HELP

_217%increase in organic website traffic

OVER10.6thousandnew Instagram followers

_%approval rate on the print and digital content we created

ACCESS3thousandnew leads generated from the LGPD compliance initiative alone (LGPD is the Brazilian data protection law)

Frequently asked questions about branding for law firms

Can attorneys do legal marketing?

Yes. Provision No. 205/2021 of the OAB Federal Council allows legal marketing, as long as it is carried out in a way that is compatible with ethical principles. Professional advertising must be purely informative and prioritize discretion and sobriety, without amounting to client solicitation or commercialization of the profession, as also provided in art. 39 of the OAB Code of Ethics and Discipline.

What is prohibited in attorney advertising?

Among other points: promising results; referring to fee amounts, payment terms, free services or discounts as a way to attract clients; using persuasive, self-aggrandizing or comparative expressions; flaunting assets; disclosing clients, specific cases or results obtained; and advertising on radio, television or billboards. The OAB Code of Ethics and Discipline (arts. 39 to 47) and Provision 205/2021 detail the rules.

Can a law firm boost posts on social media?

Provision 205/2021 allows sponsoring and boosting posts on social media, provided it is not advertising that offers legal services, and it prohibits tools that fraudulently influence reach. In practice, informative content is boosted, not service ads. We plan this use with the firm on a case-by-case basis.

What does branding for law firms include?

Firm positioning, visual identity, brandbook, stationery and documents, environmental design, corporate website and an editorial line of informative legal content for the blog, social media and video.

Does BDDB.ag guarantee new clients for the firm?

No. Results depend on many factors, and Provision 205/2021 prohibits promising results in legal advertising. Our work is to make the firm's reputation visible and consistent across every touchpoint.

Talk to BDDB.ag