Owning a unique space in the family law industry
Role
Strategy
Media Planning
Copywriting
Art Direction
Design
UNderstand/analyse
Loukas Law is a family law practice like no other. Their success lies in their deep respect for the law, meticulous professionalism and the belief that the breakup of a marriage is a process of development, which has the potential to set you up for a positive future.
POSITION
Marketing in the family law industry often emphasises the combative nature of the situation, with the messaging mainly focused on clients extracting the most out of a divorce with little consideration for the impact that a marriage breakup can have on the mental health of the whole family. Through their partnership with Cottesloe Counselling, Loukas Law offers clients various layers of support with a focus on guiding clients through a divorce with as little damage done to all parties, including children, as possible.
With this in mind, we looked to present Loukas Law as strong leading family lawyers who have a holistic approach and are more mindful of the emotional impact of a breakup. This manifested itself in a headline which quickly became the tagline for the brand as a whole: Separate Respectfully.
BRAND ESSENCE
Separate Respectfully
Ideate
Led by the core thought of “Separate Respectfully”, we looked to develop OOH billboards which could connect with potential clients on an emotional level, offering a graceful and refreshing take on family law.
Using animals as a metaphor, we were able to communicate the emotional depth of a breakup with a thoughtful and comforting tone. These images were contextualised with headlines that worked both as messages within family law as well as insightful quotes for life more broadly.
PLAN / Implement
The billboards have been on rotation at sites in key areas of the Western Suburbs including Swanbourne, Claremont and Shenton Park to ensure they hit their core target market. Running since 2021, the campaign has been very successful with Loukas Law receiving continuous positive feedback regarding the softer, more comforting approach of their advertising.