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Willful is a platform for creating a legal Canadian will online. Eighty-Eight named the brand, and came up with the visual identity, website design, copy, and messaging. We also handled the Ontario-wide public relations launch.


The Willful brand was developed to differentiate it from other services in this difficult category. Instead of focusing on taking care of your family after you’re gone, we approached the branding from the notion of getting your life organized, and having your ‘ducks in a row.’


Since this was a launch campaign, it was important to clearly illustrate the need for a product like Willful to the press, which is why the media relations hinged on industry statistics — primarily that 56% of Canadian adults do not have wills. Additionally, we drew on the credibility of Willful’s three law advisors, the founder’s own personal experiences, and the need for innovation in a hyper-traditional industry.

Our media relations efforts resulted in seven pieces of unique press with an estimated online readership of 1.8M. Coverage appeared in technology and business publications like Investment Executive, Digital Journal, Techvibes and ITBusiness, as well as consumer outlets like 680News.