— PROJECT NAME

Built for the Job

— ROLE

Copywriting

Concept Ideation

Marketing Strategy

— DATE

02/2020

A more than eighty-year-old White Plains law firm wished to promote one of its major practice areas – construction law. The firm offers legal services through all stages of a construction project, from contracts and employment to environmental risks and project management.

As copywriter and marketing 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 lead graphic designer, Harley Lake, on ideas for juxtaposition of images. Together, we developed the ad proof that was enthusiastically approved by the client.

The client’s Construction Law Practice Group came to be depicted as a law book made of concrete, bearing the headline “Built for the Job” and subheading "Modern Construction Law." The copy and imagery compliment each other in a way that shows the client’s construction law services as the concrete foundation of a successful legal strategy.