96%
Increase in social media followers
171.8%
Increase in content engagement
We needed to be empathetic to the emotional reality of family law and help provide people with confidence through relatable real-world stories
“The progress across KJS socials has been clear to see, and that’s a real credit to The Escape. Everything has felt well thought out, consistent, and genuinely effective. You’ve been like a member of our marketing team”
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In need of more creativity
The project
Behind every family law case is a person navigating change. K J Smith Solicitors set out to be a brand that reflected that reality.
A culture built on empathy and care, promoting a more human experience grounded in compassion and community.
Moving beyond expertise-led communications meant creating a presence that felt personal and approachable, without losing authority.
Connecting people through shared experience
Solicitors became the voice of the brand, sharing their perspectives and personalities through a “meet the team” series, filmed interviews and insight-led storytelling. Faces replaced formal messaging, allowing individuals to speak in their own words about why they chose family law and how they stand beside people during difficult moments.
The story expanded beyond legal advice, bringing in connections to financial advisers, divorce coaches and wider guidance. The firm began to feel less like a service provider and more like an ecosystem of care, connecting people with the right expertise at the right moment in their journey.
Visual consistency reinforced the approach, with a more flexible colour palette and people-led imagery, bringing authenticity while maintaining authority.
Community involvement, events and testimonials added depth, positioning the firm as more approachable alongside its expertise. The emphasis moved away from legal processes and towards helping people navigate complex and emotional life moments.
Evolving the brand over time
Gradual and intentional, the social presence built familiarity over time. Content focused on guidance rather than selling, recognising that people engage with family law at very different stages of their journey.
With more of the team stepping forward to share their stories, pride in the brand grew, shared values surfaced more clearly, and the firm started to stand out within a traditionally reserved sector.
A growing sense of belonging
With people at the centre, engagement and visibility grew alongside it. More people connected with the stories, recognised the faces behind the firm and engaged with content grounded in real experiences.
Across social channels, average monthly engagement increased by 171.8%, alongside a 96% rise in followers.
Most importantly, the firm’s presence started to feel like a place people could return to when they needed guidance. The content acknowledged the emotional reality of family law, meeting people where they were and offering reassurance without pressure.
As a result, the impact extended beyond the metrics, with stronger recruitment interest, new partnership opportunities and greater team participation in content creation.
Today, the brand reflects a place where people can see themselves, find clarity and navigate change with confidence, supported by an ecosystem designed around their journey.
