Boxer+Gerson - Branding

Boxer & Gerson, a prominent law firm in the Bay Area specializing in workers’ compensation claims, came to WHM with a conundrum. They had always been and continued to be extremely respected in legal circles, but they’d lost mindshare to more aggressive competitors who were getting savvier and savvier about their marketing tactics.
Boxer & Gerson wanted to reinvent themselves without losing their hard-earned reputation. So, we started from ground zero with full-scale branding that would help them articulate their unique value as relentless, yet compassionate warriors for working people. For our creative team, it was important that the new visual expression communicate a sense of tradition and trust, while also helping them modernize and carve out relevancy in today’s saturated legal landscape.
We created a new logo that leveraged a classically-inspired typeface, while incorporating a custom ligature with a slight ‘70s flare that paid homage to their 1977 roots. The addition of a modern plus sign in place of the ampersand helped merge the past and present. A custom monogram rounded out the set.
The color palette was adapted from classic “hero” colors to be brighter and more modern and was kept restrained to lend maximum impact to each execution. The traditional-ish typography (with serif and sans serif combo) was carefully chosen to read strongly both in print and digital.
Finally, to put a focus on the worker and less on the lawyer—something unheard of in injury law marketing—all of our ads and web compositions were crafted to shine a light on the worker as hero, using a curated combination of black/white portraits and scene-setting shots to tell the workers’ stories, and create a sense of warmth and authenticity.