Helping position a law firm for success

Kiet is a technology law firm based in Lagos, Nigeria, serving clients across the innovation ecosystem, including creative agencies and technology startups.

Upon engagement, the first priority was to clearly understand Kiet’s story: the story behind its founding, what clients it served, and what differentiated it in a crowded legal market.

Through discussions with the Managing Partner, it became clear that Kiet’s founding was shaped by a non-traditional background. Before establishing the firm, the Managing Partner had worked on the business side of technology, helping scale startups. This was the key insight.

While many comparable law firms in the region positioned themselves around decades of legal pedigree, Kiet—then less than six months old—could not, and did not need to, compete on longevity. Its real advantage lay elsewhere.

Kiet was not simply a legal service provider. It was a partner—one with a rare, practical understanding of both law and business. This dual perspective allowed the firm to advise not just on risk mitigation, but on sustainable growth.

This insight informed Kiet’s core positioning and led to the development of the homepage tagline:

“Trusted Legal Partner to Africa’s Boldest Thinkers, Dreamers, and Builders.”

The message reframed Kiet from a firm hired solely to reduce legal exposure into a strategic partner engaged to help clients scale confidently while managing legal risk.

Execution & Result

Following the positioning work, I designed and launched Kiet’s website (kietlaw.com) and provided ongoing content creation and social media management services. As a result, the firm experienced significant growth in its LinkedIn and Twitter presence, increasing its following by several multiples and strengthening its digital footprint within the tech ecosystem.