Taking the “Billboard King” National
After twenty-five years of being a household name in the Southeast, Alexander Shunnarah was ready to expand his personal injury law firm nationally. There were three key challenges: translating a local-leaning brand nationally, updating a dated brand without losing recognition, and standing out in an increasingly competitive landscape.
After spending time with key players in the success of the firm to-date, we identified our strategy. We zeroed in on the authentic spirit that had resonated with their base audience, and then worked to refine, modernize, expand and amplify it.
We leaned heavily into Alexander’s distaste for corporate greed, reframing the conversation that personal injury lawyers are the bad guys, and showcasing the passion behind the brand. We also leaned into a verbose brand personality as a means to disseminate free legal knowledge. The result is a disarming brand personality that cuts through the impersonal “full of promises” marketing that floods the space.
‘Alex On…’
For our longer-form content strategy, we developed a diverse and prolific series of in-depth discussions about personal injury topics that people face, almost always unexpectedly.
No call to action, no strings attached. Simply offering free knowledge to clearly position the brand as the solution.
As their go-to-market campaign, we strategically revived and evolved an old tagline from the brand’s history that captured the directness of the new brand direction, while providing familiarity to the base audience as we rolled out a new identity after nearly twenty five years.
The presumptuous nature of the tagline paired with portraits of the lawyers themselves delivered the confidence we needed to go national, along with a relief for the audeince that they could put a face to the lawyer that would lead them through their challenging time.
And, as any marketer can appreciate, the domain was available. This meant ease of adoption and an opportunity for viral cultural adoption. We proceeded to develop a capsule collection to capitalize on this opportunity.
