Inventing Canopy Law
Canopy Law was founded by a commercial lawyer, David Hughes, who had become dissatisfied with the way that law firms billed for work. David's approach remains ahead of its time and proved to be the precursor to the drive for fixed fee legal services the Law Society now stipulates.
Breaking The Mould
David spent many, many hours with Steve Whiting, Director of Sub@omic, working through his business model such that his legal services could be delivered online. At the outset, there was no brand for the commercial venture but, by the time it came to launch, Sub@omic had invented the name Canopy Law and devised the brand identity for the emerging boutique law firm.
As the business model evolved it became clear to David that video would be a winning medium for the delivery of his message.
Canopy Law TV
Canopy Law spawned a sub-brand, Canopy Law TV and the founder ran video content, through the website, independently of the big players such as YouTube. Sub@omic had initially developed the lawyer's TV channel using a bespoke PHP website but, as the business proposition accelerated, it was clear that what was required was the flexibility and scalability that Web Diffusion is able to offer.
Canopy Law succeeded in its objective of propelling David Hughes into a different orbit, making possible a merger of Canopy Law with a larger commercial firm that enabled David to role out the ideas of his company but on a bigger scale.
Canopy Law's home page was delivered using a custom built splash page. This approach meant that an unlimitd number of red feature boxes could be placed on the page and scrolled.
Web Diffusion's About module, naturally enough, handled the pages which were written about Canopy Law. This desktop, non-responsive page layout shows some creative use of a regular, static website navigation menu.
Creative use of alternately styled paragraphs allowed Sub@omic to clearly present Canopy Law's complex, nested set of stages of a journey through Employment Law.
The notion of Canopy Law's Employment Law journey was underpinned by the creation and use of styled hazard warning signs for both the commercial and employment narratives.
Canopy Law's own marketing efforts, on business networking platforms such as LinkedIn, were supplemented through the posting of on-brand blog articles, created and served using Web Diffusion's blog module.
The tight brand and identity for the startup lawfirm was seen through to the staff bios and enquiry forms, managed by Web Diffusion's Contact module.
Steve's expertise and strengths were a not insignificant factor in me feeling comfortable leaving Pictons to set up a web-based law business. So, thank you!David Hughes - Canopy Law
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