Project Description

Southern California-based law firm Tredway Lumsdaine & Doyle LLP (TLD) provides a full range of legal services to privately held companies and individuals. Founded in 1961 by Harold Tredway in Downey, Calif., TLD has served its clients and the community for more than 50 years. The firm, comprised of four offices in Los Angeles and Orange Counties, provides services in the following areas: business and corporate, employment, family, healthcare, civil litigation, personal injury, probate, estate planning, trust administration, real estate and taxation.

The Challenge

TLD’s team of skilled attorneys worked across offices in Downey, Long Beach, Irvine and Beverly Hills, specializing in many different practices. This posed difficulties for TLD partners, who sought more internal and external brand unity and cohesion for the firm among attorneys and other staff. HKA was tapped for an effective idea to engage all TLD personnel in a partnership that would involve each office. The goal was to reinforce the firm’s position and bring to life its identity to clients and prospects with a single, powerful voice.

The Solution

HKA brokered a strategic alliance for TLD with Working Wardrobes, a Southern California nonprofit that empowers men, women, veterans and young adults who are overcoming life’s challenges to transform themselves and confidently enter the workforce. HKA created a playful, original campaign to be spearheaded by TLD, titled, “Law Suits & Legal Briefs.” The initiative included a clothing drive and encouraged volunteerism at Working Wardrobes in the legal and professional services community. HKA leveraged the clever title, providing strategic media relations support that helped maximize exposure for TLD with new and previously untapped media audiences. HKA also acted as a liaison to help coordinate the drive to ensure a successful event for TLD.

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The Results

The campaign and partnership created excitement inside the firm and garnered outside media attention for TLD, whose attorneys and employees from every office acquired more than 1,000 donation pieces for the endeavor. TLD’s collaboration with Working Wardrobes culminated in a successful event attended by nearly 50 TLD attorneys and staff that helped clients of Phoenix House with real-life career skills such as interviewing, résumé-writing and selecting the perfect outfit for a job interview. The campaign also generated print and broadcast coverage throughout Los Angeles and Orange Counties, including Long Beach Press-Telegram, PBS SoCal’s “Real Orange,” The Downey Patriot, The Daily Journal, The Grunion Gazettes, San Gabriel Valley Tribune and more.

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