Online legal-services extranet for judges, attorneys, and clients, was a field in its infancy. Putting sensitive data online made each party very skeptical. In law, everything comes down to “proof.” This led to the blurry skeptical portrait with the words, “show me,” as the focus challenging the target audience. This then transitioned to the beginning of benefits, “show me… a better way to….”

The product wowed people on the demos alone, but the existing marketing material was abysmal. Thus, there was a disconnect between the worth of the service and the marketing and brand. I suggested we go all out and produce a professional brochure. The client instantly doubled their fees and prospective clients never flinched when asked how much it costed — the marketing and service were in lockstep.