Case Study Migration Law Group
Building a Complete Brand Identity and Strategic Marketing Foundation for a New Law Firm Launch
Meet Migration Law Group Initial Connection
We were approached by founding partners of a new law firm that was referred to us for a new business name and logo, the logical first step in the business launch.
Forming a new business has its challenges. The partners and staff of the firm needed a way to communicate their unique services with their ideal clients and form a strong connection with them to best serve their needs.
Services Provided
Gaining insights up front is the SMART way to launch, re-launch or rebrand a business. In these sessions, we gain a full understanding of where the challenges lie, BEFORE making moves by taking a proactive vs. reactive approach to Business Strategy."
Hollie Hoadley
Founder & CEO, Creative Solutions
Initial Solution
A brand-focused strategy session was suggested. Our goal was to gain insight into the business structure, goals, target markets, branding and value proposition currently at play. After an initial discovery session, we would be able to clarify and define their marketing strategy.
“We figure out where the challenges are and set a strategy so our clients are empowered to focus on areas of highest potential growth and profit, with the best-fit customer."
Hollie Hoadley
Founder & CEO, Creative Solutions
"Marketing communications must provide potential clients with the right information that addresses their specific needs at the right time, using the right voice in the right format.”
Jean
Brand Service Designer, Creative Solutions
Discovery
A brand-focused strategy session was suggested. Our goal was to gain insight into the business structure, goals, target markets, branding and value proposition currently at play. After an initial discovery session, we would be able to clarify and define their marketing strategy.
Strategy Session Experience
- Prior to the group Strategy Session, we collected unbiased and valuable insights to form a baseline by conducting open-ended, anonymous phone interviews with staff.
- After results were compiled, an in-person session with employees and senior stakeholders took place.
“Jean and Hollie were very connected with our firm’s work and values. They listened, understood and executed efficiently.”
Justice, Michael Battista
Founder, Migration Law Group
Strategic Deliverables
We analysed their current Business Canvas – key activities of the law firm were mapped and their unique value proposition became clear through the process.
In order to decide on branding elements of the new business, we collaborated to create a Goal Sheet that outlined core guidelines, options for business naming, colours, stock images and styles.
Next, defining the founding partners’ Target Market was a central activity. Five key personas were identified, and ranked by opportunity factors.
Tying everything together, we produced a Customer Journey Map. This was a deeply insightful and valuable product of our Strategy Session.
Business Canvas Modelling We created a visual chart with elements describing the firm’s value proposition, vision, infrastructure, and customers. This provided assistance for the alignment of all activities through illustrating potential trade-offs and business risks.
“Every marketing decision should align business goals with the goals of the personas. If we do not know the goals of our personas, it’s impossible to make the right decisions.” ~ Jean
Jean
Brand Service Designer, Creative Solutions
Phase 1 Goal Sheet
Name | Colours | Imagery
Colour palettes, fonts and stock images were presented and discussed to understand the client’s overall brand vision. Decisions were made on these important branding elements to reinforce tone and voice that matches their ideal personas.
Phase 2 Target Market
We explored the founding partners’ clients to discover their basic demographics, personality, values, and specific service goals.
Five unique personas were identified and given tiered priority to align with the business goals and values of the founding partners:
- Most Growth
- Most Profit/Right Fit
- Emotional Investment
Customer touch points were mapped out to better understand how to connect meaningfully with current and future clients and where to focus marketing efforts.
Phase 3 Customer Journey Map
Produced to visualize the overall story of interactions and relationships from a persona’s perspective, this map emphasizes the intersections between customer expectations and business requirements. It also provides the “Framework” for a strategic approach.
After reviewing the map, we concluded there was no need to invest in costly advertising, since 100% of new business was actually coming from referrals.
Based on this discovery, it was agreed that the firm’s marketing efforts must be squarely focused on nurturing referrals.
The Results
“We love the clean, contemporary look of our new website. The information is displayed in a manner that is easy for our clients to digest.”
Justice, Michael Battista
Founder, Migration Law Group
Impact and Tangible Results
A new name: Migration Law Group
Value propositions and goals came together to form the unique voice of the company:
- Inclusivity
- Expertise
- Empathy
Migration Law Group had become a branded organization with a new name, new branding, and a clear focus.
Brand Strategy and New Name Investigation
What’s in a name? When you’re in business, it’s everything! We collaborated closely with our clients to gain a comprehensive understanding of their business values and mission. We then conducted in-depth research into who their customers are, as well as their wants, needs, frustrations, and motivations.
The result? We delivered a brand-new name, Migration Law Group, to resounding applause from our clients. From there, we were able to develop additional marketing properties that supported the refreshed brand and fostered deeper, more meaningful relationships with their customers.
Logo Design + Brand Style Guide
With a fresh name and clearly defined brand values, Migration Law Group needed a visual identity that would authentically represent their mission and resonate with both their clients and referral partners.
We translated these core values into a comprehensive visual language that captures the essence of the firm’s commitment to guiding individuals and families through their immigration journey. The resulting brand style guide provides Migration Law Group with a complete toolkit for consistent communication across all touchpoints, including logo variations, color palette, typography standards, and imagery guidelines.
Website Design and Development
Every business owner knows that their website is homebase! However, before any development took place, we applied UX principles for their audience extracted from our initial discoveries to develop a sitemap that prioritized an exceptional user experience with bold graphics, compelling written content, and simple navigation.
Our team then built a high-def wireframe directly on WIX for a seamless website development aligned with the client’s brand and visual style.
Marketing Strategy
Marketing efforts are most effective when part of a targeted, integrated, and human-centred strategy that delivers tangible results. Creative Solutions’ helped identify the Migration Law Group’s core audience, determine how and where to reach them, and understand the type of messaging that resonates with them.
We also developed an easy-to-follow strategic marketing plan that supports in-house execution, set their KPIs, and provided a customized tracking system. The end result is a bulletproof system that allows the client to measure results and make adjustments as necessary.
Social Media Training
Social media is just like any other tool – it only works if you know how to use it! Our social media team believes in empowering our clients with knowledge, so we held two group workshops – one focused on LinkedIn and the other on content generation and community development – to help them maximize their ability to connect, engage, and grow their online communities with confidence.
By the end of session, they had their questions answered and all the resources required to conduct successful social media campaigns.
Graphic Design
Creative Solutions’ design team understands the science behind graphic design and its ability to make an impact on your audience. We utilized their new brand assets to create eye-catching business cards, colourful digital sales documents, and custom letterheads, ensuring clarity and consistency across all these critical marketing materials
“Marketing communications must provide potential customers with the right information that addresses their specific needs at the right time, using the right voice, in the right format.”
Hollie Hoadley
Founder & CEO, Creative Solutions