Logo design, law firm advertising, corporate identity, branding services, campaign development, promotion

Services include
Research, Strategic Consultation, Brand Strategy, Creative Planning and Concepting, TV, Print, Online, Radio, Digital, Out of Home and Web Development, Media Planning and Buying

O’Dea Earle Law is an established law firm in St. John’s with a large personal injury component as part of its case files. While other firms in the province had successfully claimed a stake in the personal injury arena, O’Dea Earle’s reputation remained as a respected law firm but not top of mind for prospective personal injury clients. Personal injury is a competitive sector, and O’Dea Earle needed to debut in this arena strongly.

Personal injury is a competitive sector, and O’Dea Earle needed to debut in this arena strongly.

Based on market research, we developed a strategy for O’Dea Earle that was aggressive out of the gate. Toughness, knowledge, and experience dominate the marketing language, and the new brand position, “Make It Our Fight”, positioned O’Dea Earle as THE firm to handle injury cases. With the persona of an aggressive, expert team that’s ready for any fight, O’Dea Earle would be more than ready to claim its share of the growing personal injury sector. In addition, Prime would build a website based on the latest technologies – providing an exceptional user experience while promoting the brand.

“Make It Our Fight” debuted with a new website, bold TV spots backing up the brand position, plus out of home, online ads, print and radio – all featuring lawyers from the firm – to put a face on the team. The campaign highlighted the pitfalls and perils of navigating an injury case without a lawyer, along with the benefit of having a team of tough, experienced fighters by your side. Rather than using comical set ups or images of car wrecks and broken limbs for effect as some other firms do, O’Dea Earle maintained their prestigious image while seamlessly injecting their presence into the personal injury market.


Immediately after implementation of the campaign, an increased level of calls from prospective personal injury clients was generated to the firm, an effect that continues to the present.