Transforming
a law firm into warriors for working people.
THE BRIEF
Boxer+Gerson, a workers’ comp law firm focused on putting injured workers’ needs first, had the same brand image since they opened in 1977. They’ve always fought for what’s right, but new competition bent on winning quick payouts meant it was time for the B+G brand to better represent their expertise and dedication to workers’ livelihoods.
After working closely with them to overhaul their brand platform and messaging architecture, I created a new logo. Then I led the team in applying the new brand print and social, event materials, and everything in between. At the heart of it all? A new website that puts the worker front and center—exactly where Boxer+Gerson believes they should be.
RESULTS
An immediate 44% reduction in bounce rate—despite workers’ compensation filings being down due to COVID-19, their referrals grew by 57% within the month of launching the new brand and site. 202% improvement in clickthrough rate and 24% improvement in conversion with Google Ads.
DELIVERABLES
Logo, Brand Refresh, Website, and Multimedia Campaign
AWARD
Platinum Winner • Muse Creative Awards
ROLE
Art Direction • Design Direction • Logo Design
BRAND EXPRESSION
Traditional meets modern in a brand 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 robust 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 wordmark 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 steadfast 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.
“Vanessa didn’t just come to understand our business. She and her team became part of our business.”
— Justin Litvack, Managing Director, Boxer & Gerson
WEBSITE
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. The goal was to make visitors to the site walk away feeling seen, confident, and empowered.
Pulling from a rich cache of existing content, I designed and directed a new look and feel for the website,. 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.
PHOTOGRAPHY
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.
Creative & Art Direction: Vanessa Jeschke
Photography: Jennifer Graham Photography
