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The Morris Law Group (MLG): Brand Positioning and Awareness Campaign


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Since 2007, Cubicle Fugitive has helped The Morris Law Group (MLG) refine, articulate, and reimagine their brand. Although one of the most prominent legal figures in Hamilton, William Morris kept hearing that his brand didn’t reflect his expertise. When the Morris Law Group contacted Cubicle Fugitive (on the eve of the birth of our Principal’s second baby!), we thought there was no better time to take on an entire re-brand of a firm.

With a tight deadline (and a new baby) we set out to learn everything possible about this firm. Our discovery process began with interviews of the lawyers at the firm and accident benefits professionals. We reviewed and audited their intake and discovery process, understood the firm’s history and philosophy, and took great care to gain insight into the minds of those who have been injured in an accident.

Through the years we have updated our campaigns, headlines, and key messaging, however, the firm’s focus on their clients has never wavered.

We quickly learned that this was no average law firm. One of Canada’s leading personal injury lawyers, William “Bill” Morris’s brilliant legal mind led the firm for almost 60 years. The firm fights with integrity and for the fair representation of their clients. They have built a reputation for consistently taking on the difficult or risky cases where settlements were not guaranteed, and clients desperately needed proper representation.

As a trailblazer in the Ontario legal community, William Morris and his team pioneered many innovative practices including being the first personal injury firm to hire full-time, regulated health professionals to assist in the management of the medical aspects of the client’s case. Mr. Morris was also part of cases that dramatically altered the legal landscape through several high-profile litigations. Unfortunately, William Morris passed away in 2019, however, his influence and legacy live on with the people of the Morris Law Group.

The firm was built on integrity, personal relationships and results, and through the brand process we wanted to position them as a different type of firm – one that not only listens but ensures their clients get the proper medical attention, support and settlement they deserve. The tag line we developed was a natural fit “Real People. Real Results.”

Through the years we have updated our campaigns, headlines, and key messaging, however, the firm’s focus on their clients has never wavered.

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