QualitySolicitors: I Love my Lawyer

Paul Handley

This case study explains how QualitySolicitors, a network of solicitors in the UK, took a new approach to the category to build trust, by making the brand feel more personable and approachable.

QualitySolicitors: I Love my Lawyer

Principal author: Paul Handley, Tangible LondonContributing authors: James Brittain, Matthew Linnett and Karen Williams, Tangible

In brief

QualitySolicitors needed to break the patterns of their low interest category, one characterised by audience mistrust, wariness and negativity.

The firm wanted to challenge people's perceptions with a campaign that showed it is possible to find legal professionals who are approachable, don't use confusing legal jargon, and are available when you need them.

The campaign's bold creative solution neatly inverts the familiar tropes of the sector. We cleared away the tired iconography of men in...

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