QualitySolicitors were hampered by a general feeling of mistrust of the legal sector throughout Britain and wanted to change this mind-set for the better. On a budget which was a 10% reduction of the previous year, QualitySolicitors launched a campaign focused on making legal professionals feel approachable, dropping the confusing legal jargon and the iconography of men in suits with business handshakes and brass plaques, that people find so off-putting. In its place,Tangible created a treatment that aimed to humanise lawyers. The campaign turned around a traditional autumn slump in sales, boosting site visits by 40%, leads in September-December by almost 50%, and increasing the quality of leads by 20%.