REPOSITIONING A CLASS ACTION PLAINTIFF FIRM
When San Francisco plaintiff firm Girard Sharp underwent a leadership and name change, they called on DGA to develop content for their new website. Although Girard Sharp’s partners were nationally recognized in their field, the firm needed to correct misperceptions in the market, which viewed it as too small, passive, and academic.
Our rebranding strategy targeted those misconceptions as a starting point. After interviewing key stakeholders, we generated a series of brand attributes and value propositions that spoke to the qualities that set the firm apart from its peers. We focused on Girard Sharp’s reputation among judges for high-quality, ethical work and successful results in the class action arena, as well as their approachable, collegial style. Next, we worked with the firm’s design agency to create wireframes that omitted outdated text, moved ancillary information into drawers and tabs, and featured short, compelling narratives. Finally, we created new copy for the site, including the homepage, firm culture pages, biographies, and practice and case descriptions.