De Castroverde Law Group
From a local firm to a legal brand with a major presence in the Hispanic market.
The case
When Brito Marketing started working with De Castroverde Law Group in 2013, the firm ran out of a single office on Maryland Parkway in Las Vegas, with around 20 to 25 employees. By 2018, as Brito Marketing recalls, it had more than 80.
The relationship started unexpectedly. Leo Brito came to the office with someone close to him who had a legal matter, and the conversation turned to advertising, video, scripts and what Brito Marketing could do to help a business grow. We didn't wait for a project to come our way: we went home and started creating.
That first commercial, created on our own initiative, grew into a relationship that lasted years: first as a production company, then as a creative and strategic consultant for the Hispanic market and, from 2018, practically as an extension of their marketing department.
Looking back at that office on Maryland Parkway, Brito Marketing's answer is simple: “Pride. Pride in what we're truly capable of.”
Inside the case
The challenge
De Castroverde had a natural connection with the Hispanic market through its family history and Cuban roots, but translating the advertising from English to Spanish wasn't enough. We had to understand the audience: how it talks, what worries it, what earns its trust, what it remembers, what makes it react, and how an attorney has to speak so people feel truly understood. And there was an important difference: the message wasn't “we're attorneys who speak Spanish,” but “we're Hispanic attorneys: we know our community and understand its culture, its concerns and the way it relates to people.”
The idea
It all started with a commercial. After that first meeting, Brito Marketing developed, on its own initiative, the concept for a commercial for the firm. The firm liked the idea, it was produced and it ended up on television, where, as Brito Marketing recalls, it ran for about two years and drove a very strong commercial response. That result opened the door: the firm trusted us more and more with new commercials, concepts, scripts and ideas for the Hispanic market, and the work moved from video into consulting, with campaign ideas, talent, artists, messaging, advertising approaches and positioning. Many conversations started with “What if we did this?” or “How do we better reach the Hispanic market?”, and our job was to turn those questions into strategies and creative concepts.
The production
De Castroverde had its own resources and teams to run different parts of its marketing; Brito Marketing took part in the essential piece: what to do, how to do it and how to connect with the Hispanic audience. In 2018 that role widened until it worked practically as a strategic extension of the firm's internal structure: the website, social media on Facebook, Instagram and YouTube, live streaming, digital strategy, concepts, scripts, video production, photography, testimonials, content with employees, SEO, Google Ads, television, press, Hispanic events, print materials, identity and logos, and communication with the Latino community. It was a complete ecosystem.
The campaign
For years, television was one of the strategy's main pillars, with commercials conceived specifically for a Hispanic audience. When consumer behavior changed, so did the strategy: closer, more human content, YouTube videos, social media, professional photography for the website, testimonials, SEO, Google Ads and lead generation. Every channel had a job: television built recognition, billboards strengthened presence, content created familiarity, Google captured intent, social media brought the brand closer to the community and video told the stories. More presence brought more opportunities and more cases, and the firm kept growing: an office at Tivoli Village in 2015, new spaces after that and a presence in Henderson, Nevada. Brito Marketing also took part in studying new markets outside Nevada, with a simple philosophy: first generate and validate demand, and only expand the physical operation when the market justifies it.
employees at the firm: in 2013 and in 2018 (approximately, as Brito Marketing recalls).
What we did
Our work for De Castroverde Law Group
Brand & design
Identity and logos, and a clear position: Hispanic attorneys who know their community, not just attorneys who speak Spanish.
From 2018 we worked on their website as part of the firm's digital ecosystem, with professional photography made for it.
Hispanic television for years, press, Hispanic events, print materials, Google Ads and digital lead-generation campaigns, each channel with its own job.
Television commercials made for a Hispanic audience since 2013, starting with one we created on our own initiative, plus testimonials, content with their team and YouTube videos.
Photography
Professional photography for the website and the brand.
Facebook, Instagram, YouTube and live streaming, with close, human content that brings the brand closer to the Latino community.
SEO and search so Google captured the intent of people looking for an attorney.
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