When a personal injury attorney with a heavily tattooed, imposing build needed a brand, the obvious move was to lean into the mean. We did the opposite. Underneath his rugged exterior was one of the warmest, funniest people in the room, so we built his brand around that contrast. The Anti-lawyer Lawyer was born, here to subvert all your personal injury attorney expectations.

As art director and lead designer, I pitched the initial concept of the award-winning TVC where Byron plays it straight, but through a series of absurd mishaps, ends up destroying all the stereotypical advertising conventions his peers are known for. On the identity front, we created a logo, website and collateral that carried the same irreverence without looking out of place in the industry.

Creative Direction | Art Direction | Brand Design