Sawyer Injury Law
Story-driven case studies showcasing disruptive execution and measurable impact
Sawyer Injury Law
Challenge
Atlanta’s legal market is crowded with personal injury firms that rely on billboards, settlement checks, and aggressive advertising. This traditional approach didn’t reflect who Sawyer Injury Law truly was. Founder Norm Sawyer built his practice on empathy, service, and a genuine desire to help clients rebuild their lives. The firm’s brand and digital presence, however, were not communicating that story. The challenge was clear: reposition the firm away from the noise and toward its true identity as a law practice built on care and trust.
At the same time, the firm saw an opportunity to expand its reach within Atlanta’s multicultural communities, especially Latino and Brazilian clients who often face barriers when navigating the legal system. The challenge was not only to differentiate Sawyer Injury Law from the “billboard attorney” stereotype, but also to create a brand and digital presence that was inclusive, bilingual, and human: one that reflected the firm’s mission to serve with compassion and integrity.
Solution
ImaginAction approached the project as a full rebrand, reshaping the firm’s identity around empathy, trust, and humanity. Instead of leaning on aggressive marketing, we built a brand architecture that highlighted the firm’s values: showing Sawyer Injury Law as a compassionate advocate for injured clients and their families.
The website was redesigned in WordPress with clean navigation, clear service pages, and storytelling-driven copy that emphasized care before compensation. Professional photography and curated design elements reinforced the firm’s approachable yet professional image.
To extend the brand’s reach, we developed bilingual content in English and Portuguese, ensuring the firm could authentically serve Atlanta’s Latino and Brazilian communities. Social media strategies were reframed to focus on storytelling, client education, and community connection rather than transactional advertising. Behind the scenes, we implemented analytics and insights tracking to measure campaign performance, giving the firm tools to continually optimize and grow. The result was not just a new look, but a new way of connecting with clients: one built on trust, empathy, and cultural inclusivity.
Visuals
Impact
The rebrand positioned Sawyer Injury Law as a firm that leads with compassion rather than clichés, helping them break away from the noise of Atlanta’s personal injury market. By focusing on empathy and authenticity, the firm’s new identity resonated more deeply with clients seeking trust and human connection over flashy settlement figures. The bilingual website and content expanded their reach, opening the door to underserved communities while reinforcing the firm’s reputation as approachable and inclusive.
To bring the brand to life, ImaginAction produced a series of interview-style videos featuring Norm and Marina, filmed in a simple, documentary style with both looking slightly away from the camera. These unscripted conversations told the story of the firm in their own words — honest, human, and without fuss. Edited into powerful 30-second snippets, the videos became a cornerstone of the firm’s marketing, delivering high-quality storytelling content that not only promoted the practice but also reflected the empathy and integrity at the heart of Sawyer Injury Law.