The brief
Our client wanted to create a publication that filled the journalistic gap for legal marketing professionals. Most legal publications targeted Partners and Associates in law firms, covered landmark legal cases and news, or had a regional focus — there were very few options for legal marketing professionals wanting to share their expertise in an independent industry publication, or for those seeking insight.
Partnering with our sister company, Transform Communications, we not only created a magazine from scratch, but an entirely new brand that offers a fresh, approachable perspective and elevates the voice of legal marketers.
The solution
Steering away from the traditional, stale, and corporate idea of legal marketing, we embraced colour and cutting-edge topics to produce an inclusive and educational magazine. The final design offers a combination of authority, due to the font’s traditional serif typeface softened by rounded edges, and playfulness, with its bright retro-modern colours. This fresh identity suggests trustworthiness to engage and attract readers, whether they expect a traditional magazine or want something modern and new.
Feedback from readers has been overwhelmingly positive. Praise from LinkedIn mentions the ‘incredible insights’ and ‘highly interesting content’ found in the publication, while shares and comments from contributors and legal marketing professionals alike continue to flood in.
And the stats don’t lie! Within a week of publishing our first issue:
- the magazine was downloaded 177 times via the website landing page.
- the landing page was ranked third on Google for ‘legal marketing magazine’.
- the first LinkedIn post from Legal Marketing World had 296 total impressions, with a 12.5% engagement rate, and a 9.8% Click Through Rate (CTR) — a week later, the magazine’s launch post had 744 impressions, a 22.98% engagement rate and a 11.56% CTR.
Read the first issue here.
