THE BAINS FIRM

IDENTITY, BRAND STRATEGY, UX, UI, SOCIAL MEDIA STRATEGY AND MANAGEMENT

Personal injury attorney Manpreet Bains wanted help building a social following, but first he needed a brand. After a thorough discovery phase, Grass devised a brand strategy and identity that showed respect for tradition and a level of polish rarely seen in personal injury law. In addition to logo, secondary graphics, brand colors, and typography, Grass designed a comprehensive website and content strategy befitting a 21st century law firm. In addition to increasing its caseload, Grass focused on the firm’s long-term objective of becoming the go-to attorney’s for California’s fast–growing South Asian population.

Our social strategy combined community engagement, targeted advertising, legal explainers, and personal cultural anecdotes to create a trustworthy, results-driven presence. The firm signed four new cases within weeks of its first targeted ad.

Our success on this project is attributed to our thorough discovery phase. During this process we interviewed Mr. Bains about his business and his goals. Then we took a deep dive into the world of personal injury law. We took stock of his competitors and found the white space to position his brand visuals and voice.

One of the biggest challenges on this project was the user experience of the website. We wanted to make sure that the user didn’t feel overwhelmed by the amount of information provided. Mr. Bains gave us more than 30 pages of text to put on the website as is customary for most personal injury lawyers. This information gives the user a lot of information upfront for legal context and to see if they are eligible for services. It also provides SEO opportunities for the website. In lieu of a site map and wireframes, we iterated on the site design directly in Squarespace. We were able to show all the of the interactions live to the client as we built the responsive website. To get a custom design, we used CSS, HTML, & Markdown to achieve the results we wanted.

When the website design was almost finalized, Mr. Bains wanted to get updated headshots to match his new look and feel. We shared the design and discussed the possible lighting with photographer Barak Shrama to ensure that all the brand elements were telling a cohesive story.

 

Credits:

  • Website UX/UI: The Grass Agency

  • Social Strategy: The Grass Agency

  • Social Media Posts: The Grass Agency

  • Homepage & Image: Griffin Woolridge on Pexels

  • Headshots: Barak Shrama

 

Website Design

 
 

Identity

 
 

Social Strategy & Social Media Management

Following the creation of the firm’s identity and website, we devised a social strategy that targeted the South Asian diaspora in California, without alienating clients from other backgrounds. We conducted a thorough audit of personal injury lawyers across social platforms to inform a brand matrix that defined The Bains Firm’s approach to social. The resulting strategy centers education, community, and strength with a traditional aesthetic and motivational tone.