Law Firm
A Florida law firm with one mission, three brands, and a year of historic transitions.
The moment
In early 2026, personal injury firms, founded in 2015, entered the most consequential year of its decade.
In January, the firm merged into the partnership. The combined firm rebranded.
Months later, the legal community announced a Award, with the partner being the first to receive.
Then came the next chapter: a new partner, joining to lead a brand-new department in Trust, Estate & Guardianship. Which meant the firm now needed something it didn't have before: a way to talk to families planning their legacy in the same voice it uses to talk to injured Floridians demanding compensation.
A merger, an award campaign, a new partner, a new department. Most law firms wouldn't survive that volume of transition without their brand fragmenting.
We've been the firm's creative partner through all of it.
The brand architecture
The most important thing we built isn't any single piece of creative, it's the system that lets the firm operate at three different registers without contradicting itself.
Institutional
Dignified. Quiet. Lives in award announcements, peer-community communications, formal stationery, board rooms, the Florida Bar Convention. The mark is a 2×2 grid with the firm's letters and a single red “&”, the only color accent.
Personal Injury
Loud. Direct. Lives on billboards, in YouTube ads, on radio, on the website where someone who's been in a car accident at 2am is searching "injury lawyer near me." Bold racing-stripe wordmark.
Estate Planning
Same loud architecture as the Personal Injury Brand, same italicized middle word, same red bar, same shouted wordmark, but pointed at a fundamentally different emotional register.
Anyone who knows the Personal Injury brand from the freeway will recognize the new Estate Planning brand instantly. The shared naming framework signals “same firm, different door”.
The Award campaign
The firm's biggest 2026 brand moment needed a campaign that honored the award without crossing into self-congratulation.
The Estate Planning brand launch
We built a coordinated multi-format campaign that introduced both the partner and the new brand simultaneously.
Brand documentation
We don't just ship campaigns, we document the system. Color palette, typography pairing (DM Serif Display for headlines + Halcom for body), and the firm's history and mission written for any future collaborator to absorb in 60 seconds.
Colors documented: #BE0A22 · #04213F · #FFFFFF · #0B0B0B.
Office collateral
The mousepad, given to clients, partners, and visitors at all 5 offices, is a small thing that does big work. Both consumer brands locked at top, all 5 office addresses laid out cleanly, each city header in the brand's signature red bar.
YouTube Intro
A short logo animation for the firm's YouTube channel, branded intro/outro for case-result videos, attorney interviews, and educational content.
The thinking
The cliché version of personal injury law marketing is loud, aggressive, and looks the same across every market. Big-yelling-lawyer billboards. "1-800-CALL-NOW" energy. Visual chaos.
Our situation called for a more sophisticated solve. They're a serious litigation firm with peer recognition, civil rights leadership, and a $1.2 billion track record on Black Farmers, and they're a personal injury firm that needs to win the Google search for "car accident lawyer Boca Raton" on someone's phone at 11pm, and now they're also an estate planning practice that needs families with assets to feel like the firm understands them too.
The three-brand system isn't an accident. It's a recognition that these three audiences cannot be served by a single brand without one of them feeling out of place. So we gave the firm three doors:
- Institutional Brand for peers
- Personal Injury Brand for someone hurt
- Estate Brand for someone planning
What we didn't do
We didn't run their case management system. We didn't redesign the firm's main personal injury website. We didn't draft court filings. Our scope was brand architecture, brand book, creative production, and campaign assets, the visual and verbal system that makes all brands recognizable in their own context.