TRADITIONAL MEETS MODERN
IN A BOLD NEW LOOK
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.
A website is core to the brand—and to getting workers the help they deserve
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.
GUIDING WORKERS TO THE HELP THEY NEED
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.
REAL PEOPLE, REAL CONNECTION
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.
CONNECTING THE DOTS TO CONNECT WORKERS WITH B+G
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.