How a Leading Law Firm Found Their Voice and Attracted Clients as Ambitious as They Are
Haigh Lyon Lawyers
Client: Partners, Haigh Lyon Lawyers
Industry: Legal Services
Business Size: Leading law firm based in downtown Auckland, New Zealand, with a carefully curated team of 27 experts.
The Problem
Haigh Lyon had everything in place. A team of high-end, alpha-energy legal minds; personalised, innovative, and robust legal advice; and a caring and collaborative environment. But something was missing.
Here’s what was happening:
- Their brand didn’t reflect who they really were
- Their messaging wasn’t connecting with the right clients
- Their website didn’t capture the personality and intelligence of the team
- They needed a modern, relevant take on their business that matched their ambition.
What was at stake:
Growth. Market position. And the ability to attract clients who were as driven and ambitious as they were.
They needed clarity. A voice. And a brand strategy that would help them stand out in a crowded market.
What Made The Difference?
This was one of those great projects where the client was fully onboard with the entire process.
Even though Haigh Lyon has a lot of high-end, alpha-energy legal minds, they were very happy to trust in, and be led by, the experts they hired.
I had full access to all the partners and their teams to extract all the info I needed.
The key insight:
Haigh Lyon wasn’t just looking for clients. They were looking for clients who were equally ambitious.
Like-minded. Driven. Ready to meet challenges at their own pace.
That became the foundation of everything.
Why Haigh Lyon was my perfect client:
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They had a carefully curated team of experts with real personality
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They were open to collaboration and willing to trust the process
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They gave me full access to the partners and their teams
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They were ready to invest in getting it right
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We vibed together well.
And that made all the difference.
Like most of my work, this project was completed remotely. But the connection was real, and the results speak for themselves.
The Solution
What We Did
As a brand strategist and copywriter working with legal services firms, the challenge was to capture personality without losing authority.
I was brought onboard by Haigh Lyon’s design company to handle various aspects of a larger project.
Here’s what I tackled:
Phase 1: Research & Discovery
- Researched Haigh Lyon, their clients, competitors, and industry
- Conducted interviews with the entire team to understand their personalities, strengths, and unique perspectives.
Phase 2: Brand Strategy Upgrade
Upgraded their existing brand strategy for a more modern and relevant take on their business, including:
- New Values
- New Positioning
- Personality
- Key Messages
- Brand Story
- Brand Expression.
The Big Idea
“Equally Ambitious”
Haigh Lyon connects with clients who are driven and as ambitious as themselves.
“Like-minded and equally ambitious” became a key point in their ideal customer avatar.
Phase 3: Tone of Voice
- Developed a Tone of Voice document to be used by internal and external teams moving forward
- Gave the firm a voice that was intelligent, engaging, and human.
Phase 4: Website Architecture & Content
- Worked with Haigh Lyon’s design company to develop the website architecture
- Wrote a new website based on research, interviews, the new tone of voice document, and website architecture
- Wrote blog posts and authority articles for the new website launch.
Phase 5: Staff Profiles
- Interviewed the entire team and developed all their profiles with real personality
- Captured the essence of each person in a way that felt authentic and engaging.
Phase 6: Legal Documents (With a Human Touch)
- Rewrote the firm’s terms and conditions and other legal documents to give them the human touch
- Made legal language accessible without losing its precision.
The Transformation
Business Growth:
Haigh Lyon increased the size of their team to cope with additional workloads.
Brand Clarity:
People know when they see work about themselves if it has truly captured them. It’s hard to express or articulate this until someone outside looks in and shows them. (Wood for the trees.)
At the end of the process, nobody can imitate you.
Long-Term Impact:
The structure and copy on the Haigh Lyon website has been unchanged since I wrote it.
Which means it works.
Internal Impact:
It was a real pleasure working on this project with the Haigh Lyon team. Helping people have aha moments—to see their essence articulated in a way that feels right—is one reason I love the work I do.
It helps drive them and their brand forward with more purpose.
What Haigh Lyon Said:
“Will impressed us with his professionalism, communication skills and creativity.
“He worked to a very high standard and maintained his deadlines with us.
“The project initially felt rather intimidating, having a microscope on our professional lives, but Will put us at ease almost immediately.
“Thank you for a great and rewarding project, Will. We are very pleased with your work and the outcome.”
The Lesson
This is what’s possible when a team of high-performers recognises the need for clarity, trusts the strategic process, and commits to being led by experts who understand their business.
Haigh Lyon didn’t just get a new website—they got a voice, a brand strategy, and a way to attract clients who are as ambitious as they are.
Ready to Work With a Brand Strategist Who Understands Professional Services?
Whether you need an overhaul of your messaging, a single landing page, or a complete brand strategy, book a 15-minute call and let’s see if we’re a good fit. No pressure. No sales pitch. Just a conversation about your business and whether I’m the right person to help you.
