Boxer+Gerson is a worker’s comp firm with an unrivaled reputation for fighting tirelessly to help get people’s lives back to normal. Unfortunately, reputation alone isn’t always enough. For one, B+G still fights the perception that injury lawyers are all just “ambulance chasers” looking out for themselves. And it doesn’t help that the space is getting crowded with less respectable firms with more aggressive marketing.
B+G needed to evolve their brand to help them stand out from the crowd—the right way—keeping their integrity, reputation, and commitment to clients at the forefront. We helped B+G update their story, message, and look, while staying true to their legacy and building a stronger emotional connection with workers.
An established organization that can adapt to today’s needs requires a visual system that says both. We developed a bold color palette that combines the trustworthiness of blue and gold with a modern and powerful red. A unique typography solution couples a traditional serif font with a fresh and welcoming sans serif, capturing the same mix of classic and contemporary. Finally, the new word mark we designed pays homage to B+G’s start in the 70s, while looking ahead to what’s next.
While B+G’s brand was evolving, one thing that hasn’t changed is the firm’s true commitment to focusing on workers. Most law firms center their imagery around their lawyers; with Boxer+Gerson, we wanted to make it clear that the workers are the heroes by making them the focal point of our photography.
With a new look and new messaging as our backbone, our next priority was to develop an updated Boxer+Gerson website—our best opportunity to connect with workers. Pulling from a rich cache of existing content, we designed and developed a new look and feel for the website, along with new navigation. A website audit revealed a number of opportunities to improve performance and visitation. Patching up technical glitches. Clearing up CTAs. The little things can make a big difference.
For injured workers, finding and working with an attorney can feel confusing, overwhelming, and uncertain. Every page of the B+G website was designed to make navigating this process as simple, informative, and accessible as possible. Our goal was to make visitors to the site walk away feeling seen, confident, and empowered.
Workers want to partner with a law firm they can trust—real people who seem authentic and approachable, not cold and intimidating. Rather than your usual stuffy staff photography, we did a custom shoot to capture the B+G team as they truly are—real people who really want to help. And that meant shooting more than just the lawyers—it was important to Boxer+Gerson that we show their entire staff, reinforcing the idea that every job and every worker matters.
INCREASE IN WEBSITE REFERRALS
in the first month of the new site.
IMPROVEMENT IN CLICKTHROUGH RATE
with Google Ads.
IMPROVEMENT IN CONVERSION
with Google Ads.
With the new Boxer+Gerson site in place, now it was all about getting workers to visit. SEO, SEM, and social were a good start, but we needed real-world material, too. We developed a robust media plan for B+G with a ton of content to back it up—print, radio, event booths, business collateral, and more.
We’ve all seen those tacky legal billboards along the highway—a big vanity photo of the partners, and a phone number with way too many 8s in it. But injured workers aren’t looking for your ego—they’re looking for help and an advocate who really understands them and what they need. By shifting focus to highlight the workers themselves, we showed where B+G’s commitment really lies, which helps build trust.
Again, to pick on the ads from less respectable law firms, how often have you seen TV spots where a client says something like, “I just got $100 million in my lawsuit!” Once we talked to B+G clients, though, we discovered it’s not really about that—people just want to get their lives back to normal. Don’t just sell what you think is important or impressive—do the research and see what your audience is really looking for.
In a competitive, changing marketplace, it’s important to stay fresh and stay relevant. But brand equity is too valuable to give up. Boxer+Gerson has an impeccable reputation, and while they needed to update for the next generation of lawyers and clients, we wanted to make sure we still spoke to their roots—capturing and maintaining the best parts of the existing brand, while leaving room for what’s to come.
