— PROJECT NAME

Guidance as True as North

— ROLE

Copywriting

Concept Ideation

Marketing/Creative Strategy

— DATE

2023 – 2025

An 85+ year-old White Plains law firm wished to revitalize its existing brand equity by positioning itself as an adaptable firm for a changing world, following the COVID-19 Pandemic. Our strategy was to present age as a positive, highlighting how the firm has helped clients navigate every major legal development of nearly the past century. In “unprecedented times,” client trust remains a constant.

An umbrella campaign, “Guidance as True as North,” emerged and was adapted to a series of subcampaigns, each applying the wayfinding theme to a particular practice area.

As copywriter and creative strategist, I was responsible for concept ideation and the writing of all targeted messaging, including ad headlines, digital ad copy, and landing page copy. I collaborated with the agency’s graphic designers, Harley Lake and Lindsey Lockwood to brainstorm imagery.