ePravo
international law firm
Approached us with a mission:
“Relaunch the company’s communication and reach a new level of brand recognition.”
Task scope:
  1. Marketing strategy
  2. The tone of voice and slogan
  3. Rebranding
  4. Website
  5. Communication approach on social media
  6. Social media content
  7. Social media launch, management, and promotion
History
ePravo is two twin brothers, Vitaliy and Vladislav Vlasyuk, proactive lawyers who gathered their dream team. Since 2012, they have been protecting their client’s rights, consulting, developing laws, and swinging the pendulum of this world toward the truth.
It just so happened that the legal field is quite peculiar in its marketing promotion. The main advertising objective is to stand out, but all law firms look and speak like a carbon copy — dry, serious, complicated — and they’re sure it makes them look “professional.”
“So we decided to help this special law firm find its voice.”
Stage 1
Marketing strategy
We researched the legal field, analyzed the peculiarities of our brand, and found ways to achieve the goals set for us.
WHAT DOES OUR
MARKETING STRATEGY INCLUDE?
  1. Marketing and communication goals
  2. A step-by-step action plan
  3. Communication channels
  4. Key messages
  5. Timing recommendations
“That’s how a clear communication message came about:
‘LAWYERS WITH A CHARACTER’ — meaning those who know all the slippery roads in all things legal. And are ready to guide you through them.”
Stage 2
The tone of voice and slogan
We noticed that if we boil the legal fielddown to its core perception,
it actually follows the laws of jungles and wild nature.

Whoever knows how to protect himself the best, wins.

Show your teeth — that’s what everyone says about wild nature, but we transformed it into a slogan.
ePravo: show your teeth.
From now on, we show all our posts, case descriptions, and even branding through the lens of wild nature, jungles, and ways to walk through the dangerous trails unharmed, protecting your own.
“ePravo: show your teeth.
We’ll guide you through the law jungles!”
“ePravo” became a bright light among the wild law thickets.
That’s how we also approached developing the brand’s tone of voice. When we have a bright and clear brand image, it starts speaking for itself.
BEFORE:
AFTER:
BEFORE:
Land disputes are widespread requests, where only a specialist in land issues with a lot of experience in the field can help achieve the desired results.
AFTER:
Sometimes, even lions have to defend their pride’s territory. Our land law team will help you show your teeth and take what’s yours in a difficult situation, marking every centimeter you have a right to.
We use simple and clear nature examples to show everyone what we do. There are professional terms here and there, followed right after with an explanation and a specific example.
How do we speak?
Like an older brother
Like someone you’re not afraid with
Like a courageous nomad traveler
By the way, we also developed the tone of voice for Q&A, so we preserved our image even in the brand’s comments:
Stage 3
(Re)Branding
We show character not only in our words but also in our looks.
Two sharp fangs in the letter “є” and contrasting organic shapes in the “ePravo” logo. It’s the basis of the brand’s identity and all of its materials, including the website, in addition to the sandy-tropical brand color palette.
BEFORE:
AFTER:
Oh, and our social media pages are like covers of National Geographic, where the “ePravo” logo is the magazine’s name, with photos from different untouched corners of nature, animal fur patterns, and thin lines, used for distributing the articles on the magazine layout.
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One of the main fonts is monospaced, visually referencing those old nature magazines we adored in our childhoods. Another font is accidental, we use it in logos and big headings so that you can see its contrasting forms better.
Savannah, rainforests, dunes, open sea spaces, tiger prints, shiny snake scales, and sharp wolf teeth — only we can teach you to tame the law jungles, as we already did it visually in our communication channels.
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Shooting of the team for the website
To create a final image for our lawyers, we organized a classy photoshoot in a “business safari” style. Not by fonts alone, as they say.
Fashion style:
business safari.
Kind of like taming a lion, but in court.
Shooting location:
greenhouse in Kyiv — it’s a real metropolitan jungle.

Колір:

оливковий, пісочний та всі відтінки зеленого.

See for yourself:
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“Now you see the difference between ‘ePravo’ and their legal competitors dressed in gray jackets and ties: recognize them by their unique ‘wild’ style.”
Stage 4
Website
We redesigned the website, where we now display what we do, who’s on the team, and what we achieved with our new style and message.
Stage 5
Social media communication
All through the dangers of wild nature.
— We tell our legal cases like stories from the jungle.
— We explain what’s allowed or not in our posts and stories, using examples from wild nature.
— We use an unusual design for the legal field.
— We speak simply and professionally, using examples from animal life.
We emphasize
“You have a right to show your teeth!”
Stage 6
External and internal SEO-optimization
And then there was our final touch — help everyone find our cool lawyers in the online thickets.
We moved our site up in search results when googling specific requests.
Put together semantics, utilized all keys on the website, and set up the analytics.
We did everything so all our clients learned to show their teeth.
Right now, the site ranks well in search engines. It has good traffic and fosters new leads for the client.
Stage 7
Promotion
We developed creative campaigns for SEA and SMA and set up an advertising cabinet. At the same time, our target and PPC specialists increased the overall content reach of ePravo posts on Instagram and Facebook.
А хто стежив за сторіз «Єправо» в Instagram, той отримав окреме юридичне задоволення. Там добірки серіалів та фільмів за цією темою, а ще багато вікторин, які допомагають орієнтуватися у власних правах та свободах.
THIS IS HOW THE NEW LAWYERS APPEARED. THEY WILL TEACH YOU TO SAY…
Arrr!
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