When I started working with Sawyer Injury Law, my goal was clear: move away from the noise of billboard attorneys and big check ads. Those kinds of ads have always disgusted me. They make it sound like being in an accident is hitting the jackpot. Personal injury law deserves better than that.

At first, Norm and Marina thought I was just going to manage their social media, post some content to Instagram and keep things moving. But I knew they needed more than that. With my guidance, they began to see the bigger picture: they didn’t just need posts, they needed a brand. One that showed their humanity, their empathy, and their mission to truly care for clients.

With Norm it was different. He cares. And so does Marina, who not only supports the firm but also helps non-English speakers feel understood, seen, and respected. Together, they aligned perfectly with my mission to create ethical, mindful work that serves people, not just markets to them.

My partners and I rebranded Sawyer Injury Law with a focus on humanity. The new site speaks to clients in both English and Portuguese, reflecting the communities they serve. And instead of flashy ads, I produced a series of interview-style videos where Norm and Marina share, in their own voices, why they do this work. No scripts, no fuss, just honest storytelling.

This project reminded me why I do what I do. Branding isn’t about logos or taglines. Branding is about showing the heart of a business and truly connecting with the customer. For Sawyer Injury Law, it meant redefining what personal injury law can stand for: compassion, connection, and care. Something new, purposeful, and meaningful.

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