It’s always a thrill to help a new company develop its brand messaging. The folks at Reasonable Discovery, a technology-driven legal consultancy, brought me in to develop their website copy. The project entailed helping them determine their “voice”, differentiate their brand and tell their story. With service providers like Reasonable Discovery, the tendency is to focus heavily on explaining service features. Such writing typically doesn’t elicit much brand passion or even preference. My challenge was to present these services in the context of benefits lawyers would care about—all while crafting a unique brand story that attorneys could relate to. The resulting copy is matter of fact with a bit of an edge—just how lawyers like it. Design studio: Ron Zisman, Ricochet Communications Design.

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