David, we’d love to hear about your journey; what led you to create Lawable?
I’m a solicitor and I specialise in what I call personal law, which includes wills, powers of attorney, trusts, probate and estate planning. I have 11 years experience working across three different law firms — a niche commercial firm, a high street firm and a multinational firm. It’s given me a solid understanding of what works and what doesn’t — and the importance of embracing changes, especially the way that technology is coming into support legal services.
I decided it would be easiest to help embrace and implement change at my own law firm. What I’m hoping to do is build on the 11 years experience I have, pick up on all the best bits that I’ve seen from working within other firms and also be really forward-thinking with the approach.
When you first contact Herron, what was the challenge — or challenges — you were looking to solve?
While I understood what I wanted to do with the business I couldn’t really visualise it. I couldn’t picture in my mind what I was calling it. Looking back on my notes at the time, I was just calling it the ‘firm’. I didn’t have a name in mind. My wife and I spent hours trying to think of one, and every time we did, someone else had already chosen it — it was challenging. I needed someone with those skills who could put a name to the business as well as the brand and messaging.
How did you find the naming, design and branding process? Can you take us through that journey?
I’ll be honest, it was really a leap of faith. I’d seen what the team had done with another law firm and I’d quite liked that. I didn’t want to steer it; I didn’t want to be a lawyer saying what I thought it should be. The team at Herron are the experts — I just let them drive the process forward.
To start with we had a meeting, as lawyers do I just rambled on as they asked questions. I think they were shifting through the drivel and were picking up the bits that could start to pull together what I was trying to achieve. It was in some ways a lawyerly process; there was a set method to doing it which made it easier for me to understand. We’d start with brainstorming and ideas, they’d ask me the questions, get the information they needed, go away to think about it and present it back to me at each stage.
After that first stage they came back to me with nine names, which was quite exciting. I could have picked any of the nine but I went with Lawable because it seemed to be quite fitting.
Andy, how did you come up with the name ‘Lawable’?
It was quite an interesting process. As David said, there were nine names that we presented — I must have actually developed on rafts and rafts of scribbled layout pad.
The naming process is tricky. What makes it difficult is the landscape for brands and names is pretty saturated at the moment with all kinds of different brands. URLs are all taken up — it’s quite tough. You need to approach names from a lateral point of view. What we did was look into all the various attributes and virtues that David was wanting to bring into the legal sphere, but also look at the services and the capabilities that Lawable would ultimately be delivering. Things around personal law, things around sort of specific aspects like probate, trust, wills — all these words can then feed into a sort of melting pot of different ideas. And what I did there was really just sort of play with words, play with letters, so that we established territories of names — some names that spoke more towards the personal aspect, some names that spoke more towards law that is easy to access and use.
One of the main drivers was a point David made when we were having our first of conversations, which was: I want this to be hassle-free. That’s a fantastic, simplistic standpoint — but a really powerful one.
Lawable ultimately came out of the idea of personal law being doable, being accessible and being easy to use for clients. And that’s kind of where it came from.