Since 1991, I've coached 6000 senior lawyers in the biggest US law firms, one-on-one, how to generate lots of business from the corporate world. Such training was never available to solo lawyers or those in small firms, however, because they couldn't afford to hire me and I couldn't afford to sell to them. This was sadly ironic because, while BigLawFirm partners could hide behind their firms' iconic brands and do well, solo or small-firm lawyers have to hustle hard every day just to make a living. They struggle and experience anxiety unnecessarily, merely because they don't have the skills and can't afford to buy them.
Now we have a proven training platform that will let us offer a virtual version of our big-bucks training to those 500,000 lawyers -- for a monthly subscription fee less than many spend at Starbucks.
We know that our how-to instruction works, but we've also been picking the creative brains in the entertainment world and at the top video game companies, and we think we've cracked the code on how to deliver an engaging, must-return experience that packs a serious cool factor that will attract media attention and cause users to refer it virally.
The "media story" tease above is legit. Not only is this a brand new category, but we've already got major distribution- and media channels jacked about RainmakerVT, and lots of friends in law PR waiting to help.
Our product is intended for a few specific segments of users within the legal vertical, but the primary market is the following:
-500,000 US lawyers practicing solo or in firms of fewer than 20 lawyers
-Broad age range, e.g., 35-55, across the demographic spectrum
-Annual income $50k-150k
This population is:
-Largely conservative (not politically but in design sense)
-Tend to be risk-averse
-Pride themselves on their intelligence, education and expertise
Many potential users resent the new reality that, besides practicing law, they now have to be able to sell and market their services too. A good number of them are anxious about such an activity as they feel ill-prepared for it, but nearly all see the handwriting on the wall and realize that they must adapt to the new realities of their industry.
The universal psychographic factor is that lawyers hate to be wrong, especially publicly. That's why the idea of a virtual sales simulator works so well for them; they can learn and make their mistakes, and practice, privately in the virtual world, only revealing themselves to real-world markets and prospects after they've mastered the skills.
Every lawyer to whom we've described our alpha product has begged to be one of the alpha testers.
Our immediate need is for a logo that communicates a balance between these three ideas:
a) safe and cool
b) solid foundation (our 20 years exper) and gee-whiz brand new
c) effective and fun.
My personal bias is toward minimalism with bold and clean lines.
NEED TO AVOID CLICHES such as umbrellas, raindrops or any legal biz images, e.g., gavels, justice scales, etc. Ugh. Gradients are ok, but please no extensive use of shadows. Overall design advice is that "less is more."
We'd also like to keep the design within the blue/grey/black family of colors as these tend to be more "corporate" and fit well with our intended audience. Orange, Red, Purple and other such colors are not appropriate given our market.
Almost all usage will be for electronic publishing, e.g., blog masthead, product masthead, email signatures, LinkedIn/FB pages, etc. So we'll want vector format.
Future: Obviously, after we find our design partner, we'll need design help with all the other use cases cited.