Demanding prosecutorial proof since 1992
Chuck and Herman Watson, the father-son team at the helm of Watson Law, are the local bulldogs of the legal defense world. Living, breathing paragons of “innocent until proven guilty,” the Watsons sought Massive's expertise in matching their branding strategy and advertising efforts to their moral conviction and track record of success.
Watson Law
Strategy / Integrated Advertising
Massive conceptualized a “Welcome to Purgatory” campaign to visually represent innocence while awaiting judgment, baptizing the entire brand in white as pure and clean as the driven snow. With a nod to Scandinavian design, all branding channels are almost entirely enrobed in ethereal white with textual accents in soft gray. Modern, clean, and straightforward, the nothing-to-hide ethos hits like the full weight of the law. Each facet of the campaign, from the advertising and marketing to the website, provides strong, authoritatively clear messaging, and that message is simple: When you employ Watson Law for your legal defense, you're employing the best. And the best don't rest.
Every component of Watson Law's integrated advertising offers the same clear, symbolism-imbued messaging of innocence until proven otherwise. The primary website landing page photo features the father-son duo clad all in white in a bare white room — clear of everything from accusations to evidence — save a table and a single unoccupied white chair, an invitation to sit down and share the unmitigated truth. The campaign is heavily positioned in both digital and print media channels aimed at capturing the law office's core demographic: college students, youth, young professionals, and first-time offenders.
