Building a Future-Focused Platform for Growth

Gordon Rees Scully Mansukhani (GRSM), with 1,600 lawyers practicing in all 50 states, has built a strong reputation in insurance defense—a cornerstone of its success. Yet, this singular focus inadvertently overshadowed the firm’s broader capabilities, which extend well beyond insurance into real estate, intellectual property, sophisticated commercial litigation, employment matters, technology, entertainment, consumer brands, and other high-value sectors.

Internally, some partners voiced concerns that external perceptions remained one-dimensional, centering primarily on the firm’s insurance defense work. GRSM is far more versatile, serving Fortune 500 companies, high-net-worth individuals, and emerging sectors with the same strategic acumen that established its name. By handling matters in such a wide array of areas, the firm already had the expertise to attract top-tier clients across industries.

This perception gap presented a strategic challenge: How could GRSM showcase its true diversity of services while maintaining its established reputation for excellence in insurance defense?

Laying the Foundation: Strategy & Insights

Decker Design began with a thorough discovery process, including partner interviews, competitive reviews, and detailed content audits. Through this effort, we identified three critical insights. First, rather than emphasizing broad geographic coverage alone, it was crucial to reposition GRSM’s 50-state platform around what truly matters to clients: consistent, high-quality legal support in every jurisdiction and the efficiency that comes from a unified national network. Next, we recognized the need to spotlight versatility. GRSM’s broader capabilities in real estate, IP, employment, and commercial litigation needed greater prominence, highlighting the firm’s capacity to serve clients across emerging and established industries. Finally, modernizing the brand experience became essential. A fragmented site and outdated visual identity undermined the firm’s credibility. By introducing a cohesive message, streamlined architecture, and contemporary design elements, GRSM could better demonstrate that it is a forward-thinking leader in the legal market.

Content Transformation: Telling the Right Stories

Partner biographies—a critical first impression for prospective clients—were standardized in tone and structure to highlight key areas of expertise, leadership roles, and notable legal wins. This consistency assured clients that no matter whom they worked with, they would benefit from the same high standard of professionalism and skill.

Office pages were restructured to showcase GRSM’s national reach while underlining each location’s local strengths. This dual approach balanced the firm’s extensive footprint with personal, market-specific advantages, which is especially appealing for clients seeking either broad coverage or deep local insight.

 

Elevating Client Perceptions with Case Studies

Case studies played a pivotal role in illustrating GRSM’s diverse capabilities. By featuring marquee clients like Urban Outfitters and Breitling, the firm demonstrated its impact in both retail/consumer-facing brands and sophisticated commercial sectors. These stories underscored GRSM’s ability to handle complex challenges beyond insurance defense and underscored its fit for high-profile, blue-chip clients.

 

Modernizing the Visual Identity

Decker Design implemented an updated brand system across every digital touchpoint to project a more modern, client-centric image. Strategically chosen typography, featuring Reckless Neue for headlines and Inter for body text, provided a sleek yet professional look that enhances readability. The modular site structure and animated charts allow the highlighting of important metrics or case outcomes without overwhelming visitors, reinforcing a clear, organized experience. A refined color palette and cohesive visuals also unify GRSM’s online presence, bolstering its credibility and underscoring its forward-thinking approach.

Aligning Messaging with Business Goals

Throughout the site, the message shifted from a strictly location-based narrative to a client-focused story of problem-solving, innovation, and results. Clear calls to action in practice area pages, attorney bios, and the Careers Section guide visitors—whether prospective clients or future talent—toward meaningful engagement with GRSM.

The Results: A Platform for Sustainable Growth

With its new website and revitalized brand, GRSM presents a unified, sophisticated face to the marketplace. By foregrounding diverse capabilities—ranging from real estate and IP to complex commercial litigation—GRSM attracts a broader client base while preserving its well-earned reputation for insurance defense. Prospective clients and recruits now encounter a firm that is modern, agile, and ready to take on the most demanding legal challenges.

Why It Matters for Clients

A clear, engaging, and up-to-date digital presence instills trust and streamlines how clients discover the breadth of GRSM’s services. By aligning the firm’s messaging with its ambition and expertise, GRSM sends a powerful signal that it is equipped to handle evolving legal needs across industries and geographies.

Credits:
Creative Director: Lynda Decker
Interactive Design Lead/Project Lead: Ryan Breeser
Brand Design Lead: Susanne Adrian
Copywriting: Amy Spach, Edward Evans, GRSM Marketing Team
GRSM Marketing Team: Heather Shearer, Stephanie Griffin, Brittany Summers, Lauren Hill, Nikki Sachman, Riley Walkington, Joelle Underwood, Brenna Healy, Natalie Tanner
Developer: TENREC

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