Transforming A Trial Lawyer's Brand

And why it's time to rebrand the industry.

We recently worked with a trial lawyer based in Chicago who specializes in medical malpractice and personal injury.

I know what you're thinking...and it's probably not good. When I looked up branding for personal injury lawyers these are some of the images came up...

So needless to say, people are often sceptical of these types of lawyer due to bad branding and how they are portrayed in the movies and TV. (There are also probably quite a few that live up to their bad reputation.)

Sleazy, gimmicky and unapproachable seem to be the status quo in this industry.

When I first met our client Craig Sandberg at a weekend Brand Camp, I was surprised at how thoughtful, kind and calm he was. I knew we could not just surpass the status quo, but crush it with his new memorable and approachable brand.Before we worked together, his logo and website were not particularly memorable. His website was full of factual content, but missing a personal touch...Craig's personality was missing from his brand.

Adding personality to your brand is a key ingredient in creating a successful business.

What we discovered is that his calm nature is his biggest differentiator. He can put people at ease throughout a very difficult and vulnerable time in their lives. AND he is amazing at obtaining significant monetary compensation and bringing his clients' closure.

We wanted to reflect his brand essence "calming the chaos" in the icon of his logo and balance his hard and soft skills in the font we chose and the custom hand-lettering Maria created.

After redesigning the logo we created his social media graphics, brand guidelines, letterhead,  business cards and even a custom zoom background!

The last piece we created for Craig was his website. He hired an amazing local Chicago Photographer Orel Chollette to capture new photographs of him for the website, as well as the talented Janet Nielsen to revamp all the copy to make it more client-focused and less "lawyer-y".

The entire brand is SO different than anything I've seen for personal injury and medical malpractice lawyers. I hope to start a movement to more approachable and less gimmicky branding for this industry.

Interested in seeing if Brand Camp is right for you, click here to learn more.