Brand worlds for
law firms.

The rules you work inside

• Law Society of OntarioMarketing must not be false or misleading. Only Certified Specialists may use the title.
• Contingency fee rulesAny advertised contingency arrangement must be explained in full.
• Competition ActNo false or misleading claims about services or outcomes.

1. 1

   Lore

   Who you are, who you stand against, and what you are called. The brief and the codex every other layer reads from.

2. 2

   Law

   What you can say, what you can charge, and how it is packaged. Offers and claims checked against your regulator.

   The Law Society of Ontario's rules on marketing, specialist titles and contingency fees.

3. 3

   Language

   Voice, posts and ads that get noticed and still pass review.

   Plain, careful language that earns trust without promising outcomes.

4. 4

   Map

   Where people find you online, and how they book or buy.

   Practice-area pages that answer the questions clients ask search engines and AI assistants.

5. 5

   Ground

   The physical space: arrival, flow, signage and the screens on your walls.

6. 6

   Artifacts

   Print, labels, packaging and forms: anything a customer can pick up.

   Retainer packages, intake forms and letterhead that look as careful as the work.

7. 7

   Machinery

   Intake, booking, follow-up and reporting, with AI doing the repetitive work and a person making the calls.