Case File #027 - From legal wallflower to linkedin standout
Subject transitioned from legal invisibility to personality-rich positioning without sacrificing professionalism.
Classification: Identity breach successfully contained
Filed by: The Identity Dept.
Status: Cleared for launch
Meet catalyst migration
Catalyst Migration is a boutique Australian immigration law firm led by Phi Vo. With a sharp legal mind and a human-first ethos, Phi had grown a reputation for her values-driven, deeply informed work. But as the business evolved—shifting focus from individual clients to organisations—her brand hadn’t kept up.
It was time for a digital presence that matched the clarity, strength, and personality of the practice.
The identity gap
Findings:
Website and copy were overly safe, blending into the industry wallpaper
Messaging didn’t reflect the firm’s values or Phi’s unique approach
Heavy reliance on referrals, but visibility strategy (especially LinkedIn) was underdeveloped
Past supplier experiences left a residue of mistrust, vague timelines, and uninspiring output
Diagnosis:
Misalignment between evolved direction and outdated language
Brand voice lacked warmth, clarity, and distinctiveness
High-ambition, low-bandwidth founder needed a collaborative partner, not just a deliverables machine
Operation: voice activation and digital repositioning
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Phi initially came for LinkedIn content. We paused. Took a step back. Ran a full messaging audit and realigned around her business goals—transitioning focus to a brand voice and messaging strategy that could support growth, not just content.
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We articulated a tone that was clear, confident, human, and deeply rooted in her values. Think “smart, but not stiff”—legal clarity with real warmth and personality. The kind that clients remember (and act on).
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Six months of psychologically-backed, story-driven LinkedIn content crafted to build visibility, connection, and consistent brand presence—without feeling like an ad. The feedback came fast and strong: “finally, content that actually sounds like us.”
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Midway through the content rollout, Phi brought us back in to refresh the website. Why? Because the LinkedIn copy hit so well, she couldn’t bear to leave the old site up. We rewrote core pages to reflect the evolved identity—values-forward, accessible, and clearly positioned for the right clients.
Phi’s favourite lines (and ours):
Immigration law is inevitable. Suffering is optional.
Compliance is a boss move.
OUTCOMES
Following completion, subject achieved:
✔️ Website and social copy now sound exactly like Phi—only sharper
✔️ Increased visibility on LinkedIn, with strong engagement and aligned leads
✔️ Clear positioning for B2B/organisational work, not just individuals
✔️ Internal team alignment and enthusiasm (because clarity is contagious)
✔️ Confidence and momentum to support growth targets—on her terms
CLIENT MEMO
“I came to Liv thinking I just needed help with some LinkedIn content, but Liv helped me see that the real power was in getting clear on my voice and brand messaging first. That shift changed everything. The work we did together wasn’t just about words. It was about building a brand that actually sounds like me and communicates what I care about.
I felt genuinely listened to throughout the whole process. Liv really took the time to understand who I am and how I want to show up. The copy doesn’t just “sound professional”—it sounds like me, but sharper. And it’s made a big difference: our content has been really well received, both by our audience and our internal team, and I finally feel excited about how we’re showing up publicly.
On a practical level, Liv’s also just incredibly easy to work with. She adapted her process to work around my schedule, was consistently communicative, and always kept things moving. I never had to chase or guess what was happening. She took full ownership of the project from start to finish, which gave me so much peace of mind.
Liv is the rare kind of person who combines professionalism with real authenticity, and I actively look for that in the people I work with. If you’re thinking about working with Liv… do it.”
Phi Vo
Founder & Director, Catalyst Migration
Tactical debrief
Recommended Procedures for Founders
Don’t confuse professional with personality-less. Even in law, voice matters.
Clarity before content—strategy makes every word work harder.If your LinkedIn is outperforming your website… fix the website.
“We just need to post more” is rarely the real solution. It’s misalignment, not output.
Pro tip: The right partner doesn’t wait to be briefed. They lead the project forward.
Dept. directive
Compliance requirement:
Brands exhibiting early-stage messaging confusion should immediately submit for evaluation.
Recommended Action:
Issued by: The Identity Dept.
