DBH Law is a boutique, mid-sized law firm that has been in business in Calgary for over 25 years. Their motto, “We think law. We talk business.” illustrates their focus and passion for all things corporate law. What separates DBH Law from other firms is their responsive legal advice that answers to the client’s specific needs and prioritize building strong relationships with each client. To keep their business thriving, they were interested in pursuing a new law firm branding strategy to stay fresh and current with the rapidly expanding law market.

Before working with us, DBH Law did not operate with any marketing plans and did not focus their efforts on marketing their brand. As they want to reach more clients and remain competitive in the growing downtown Calgary area, they realized the importance of proper, strategic marketing. Pace Creative came on board to develop a content marketing and law firm branding strategy and to make DBH Law’s website a part of their competitive advantage.


new contacts post-launch


increase in business


increase in click-thru rate


As they routinely receive satisfied clients, DBH Law had previously only relied on word-of-mouth and referral business to reach new clients. In addition to an overall lack of brand awareness, the company’s website and marketing assets had not been refreshed in over 5 years.

  • How could DBH capitalize on a marketing strategy to maintain market share, and grow their business?
  • Which law firm branding strategies to use to make them stand out in their industry?
  • How to create a brand identity from scratch for an already-well-known boutique law firm?
  • How to create an online brand presence to reach all relevant stakeholders such as clients and new talents?
  • What kind of SEO services would best help their firm, geographically and industry-wise?


Designing a Law Firm Branding Strategy & Identity

Pace Creative started the process by developing a law firm branding strategy catered to DBH that identified business goals, key messaging based on the firm’s unique positioning, and specific KPIs for success based on DBH’s business goals.

Our branding process also involves developing personas, customer journeys, and a competitive analysis. From there, we developed a mood board to represent the DBH Law brand personality. Once the DBH Law Partners selected a direction, we worked on developing logo options that aligned with the communication strategy. After the DBH partners selected the strongest logo concept presented, we developed the colour palette. Finally, our team created the brand architecture based on the print marketing tactics used by DBH Law.

Designing a Strategic Website to Achieve Business Goals

With initial branding complete, Pace Creative moved on to optimizing the site map for the new website. Drawing from our experience with clients in the legal industry, most recently with PLHM Law, we also developed the content and designing a strategic website with a page dedicated to blog posts, as well as customized calls-to-action to help with lead generation. After that, we set up all the social media channels, specifically LinkedIn and Twitter to create PLHM’s online presence. The purpose was to use these channels to gain new brand awareness and engage with existing clients.

Upon the launch of the website, we optimized it and created a strong SEO foundation. We then developed lead generation campaigns to drive users to the site.



  • The law firm branding strategy and website have helped DBH Law meet all their business goals.
  • The new brand has helped create a unique personality for the law firm in Calgary.
  • The new brand and website presence created brand awareness for the firm online and supported the recruitment process by attracting younger talent to join the firm.

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