1. The Situation: A Reputation Built One Relationship at a Time

Marcus Procopio opened Procopio Legal in 2016 to practise law his own way: bespoke, personal, and useful to the person across the desk. Over the years he built a firm that handles commercial work (business sales, contracts, deals and disputes for Perth’s small and medium businesses) alongside a family law practice that now makes up about half the work. Both sides grew the same way, through referrals and repeat clients, and on a level of care most firms save for their biggest accounts.

By the time DSP came in, two years ago, Marcus had clear ambitions. He wanted a stronger presence online, and a practice that could bring in its own enquiries instead of leaning entirely on word of mouth. Candy Spalding had joined to help grow the family law side.

What the firm didn’t have was a brand strong enough to carry those ambitions.

2. The Real Problem: Strong Practice, Silent Brand

Almost every client arrived the same way: a warm introduction from someone Marcus had looked after well. It’s the best kind of reputation a firm can have – and the hardest to grow, because it lives in conversations rather than anywhere a new client could find him.

His difference was easy to feel in person. Real care, plain-English advice, no fixation on the clock. But the firm had nothing built to carry that across to anyone else: no strategy, no clear position, no identity a stranger could recognise.

So growth was capped at the speed of word of mouth. The website that should have been pulling work in had no brand behind it, and the family law side Candy was growing had no profile of its own to build on. For a firm with real plans, the care that built it had to show from the outside, not turn up as a pleasant surprise once someone had already signed on.

3. The Strategy: Make the Care Visible

Through our Brand Fusion Framework, we sat down with Marcus and Candy to pin down Procopio’s position, get clear on who the firm is really for, and give its long-standing difference words of its own.

The biggest change was in how the firm talked about itself. It used to reach for the line most firms do, “problem solvers, solutions driven,” which Marcus was the first to call overused. The new positioning said something truer:

To guide our clients through legal challenges using tailored solutions that provide them with clarity, protection, peace of mind, and their desired result.

That statement had to ring true for two very different audiences. For Perth’s business owners, it meant a steady hand through a sale, a contract or a dispute. For family law clients, often at one of the hardest points in their lives, it meant a firm that would protect them and keep them steady.

From there we built everything the firm needed to look and sound like itself: the logo and look, the words, the website, and the social content. The Brand Compass holds it all together, so nothing slips as the team grows.

4. The Outcome: A Brand Built to Bring the Next Client In

Within the first quarter after relaunch, the difference showed up in three places: where the enquiries came from, how clients talked about the firm, and a set of numbers that hadn’t existed before. It’s clearest side by side.

One post – on how to read an aggressive email – reached 357 people and drew an 18.5% engagement rate. It’s exactly the kind of plain, useful advice the firm is known for, now somewhere people can find it and learn from it.

As Marcus sees it, the biggest win so far is recognition. A firm that was known and trusted by the people it had served is now on the radar of the people it hasn’t met yet.