Award entry for Transform CDE

Most publications for the legal sector target partners and associates in law firms, cover landmark legal cases, or have a regional or specialist focus. For people who work in legal marketing, there were few options for sharing and / or developing their niche expertise.



Our client, Kidd Aitken, wanted to elevate the voices of these talented professionals as well as find new ways to engage this audience without an overt ‘sell’ of legal marketing services. Our agencies, Transform Communications and Transform Digital, proposed to create a publication that would fill this journalistic gap.



Georgine, our designer, created a 20-page magazine from scratch — Legal Marketing World — as well as an entirely new brand to accompany it. Its appearance moved away from the traditionally stale, corporate idea of the profession, and embraced colour and edgy imagery to produce something that looked more playful, while still authoritative and trustworthy.



Content writers Daniel and Izzy then filled our first two issues to the brim with a broad range of content, from commentary on ED&I and the importance of legal tech in marketing efforts, to thought provoking interviews with some of the biggest names and brands in the legal sector.



While we’re still in the early days of Issue 002 having been published, our first issue was a great success — lots of downloads from the website, and a phenomenal increase in social media engagement, particularly with launch posts on LinkedIn fulfilling the client’s objectives of developing relationships with legal marketing professionals.



The co-editor of Legal Marketing World and Founder of Kidd Aitken, Daniel Kidd, has called the project ‘creative, innovative … and shores up our brand in front of potential key clients.’



We’re tremendously proud of the work we’ve done on this project to support one of our clients, and have relished the chance to create such a behemoth from scratch.