After a firm split, a workers' comp practice with its own identity

The problem

J Smith Law launched with a new firm name and a new domain after a split. Attorney Jaime L. Smith’s practice had to stand on its own and make its workers’ comp focus obvious to people in Bakersfield and the Central Valley, and the people she serves speak both English and Spanish.

What we did

We’d worked with the predecessor firm, so after the split we built two separate identities, one for J Smith Law and one for Timothy D. Bartell. For J Smith Law we designed the logo, insignia and color palette, then carried them straight into the site. English and Spanish were part of the build from day one.

We planned local content and the site structure around workers’ comp and the Bakersfield market, with Google Ads running alongside the organic work.

What changed

J Smith Law has its own name, look and website, clearly separate from the old firm. People can learn about the practice in English or Spanish before they call, and the search work is aimed at people looking for workers’ comp help in Bakersfield.