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There’s this idea that hardheaded lawyers achieve the best outcomes, while lawyers who are good with people aren’t so good at getting results. It’s certainly what many City law firms would like us to believe.


Moore Barlow lawyers beg to differ. From everything they've seen (and you get to see a lot in over 200 years spent in the legal world), lawyers who care the most about clients and their needs are the ones who get the best results. In other words, lawyers who care enough to win are the ones who do.

Working with the legendary strategy duo craig+bridget, I gave Moore Barlow their new slogan: Who cares wins.


To bring it to life, we took a few of their cases and turned them into a storybook, illustrated by the brilliant Wayne Pick.

Who knew a copywriter could have that much fun learning about winding up petitions and land ownership legislation. 



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