Two lawyers in the Hawke's Bay are using technologies and innovative thinking to attract business and transform the legal landscape and they are prepared to turn heads by going against the traditional grain of many other law firms.

Emma Dawson and Kirsy Kupa recently launched DK Legal, their new law film that uses specially-designed, NZ-built legal software for the industry.

The pair say the software gives them quick access to all information they need. In addition, they want to offer more technology and more efficiency, which they say is the main reason for opening a new law firm.

"The traditional methods just don¹t cut it anymore. Times have changed with technology and we no longer need to work with archaic filing systems, fax machines and an answer phone that comes on at 5pm. Clients are wanting efficiency, innvoation and immediate communication around the clock," Dawson says.

Dawson was formerly a partner at Bramwell Grossman for nine years and had become frustrated with the traditional legal approach, while Kupa has worked in Palmerston North and also spent time in the UK working at some of the world's largest law firms.

"There is an aging legal community, so we are offering younger innovative thinking and a fresh legal outlook. We now live in a world where technology is at our finger tips and our clients are demanding more. We can access information at the touch of a button and be available to clients when they need us, not just during business hours. We need to move with the times," Dawson continues.

To help their business out, the DK Legal team has quickly launched a website and a Facebook page, which they say has attracted a big following.

"There aren¹t many Hawke's Bay law firms which have Facebook pages, but we¹ve been amazed at how much new business we¹re generating from our social media communication. It is so important that we have full digital capability, so we can service our clients properly," Dawson says.

Businesses and families have placed their trust in Emma and Kirsty for over 25 years as they both have the ability to look beyond the legal jargon and make the issues easier to understand. It's this point of difference that influences everything we do," Dawson continues.

"Unlike a traditional law firm we sit beside our clients and not across the table from them. We visit them in our gumboots and value our personal relationships with our clients. We know that to get ahead and provide the best service for our clients, we need to move with the times and embrace the technological advancements in our industry. Technology allows us to complete deals with our clients in Singapore, the UK, America and Australia as well as our valued clients locally and nationwide. Anything is now possible," Kupa concludes.