THE BAINS FIRM
Niche Marketing in the Age of AI
THE EMPATHETIC WARRIOR
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THE EMPATHETIC WARRIOR •
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The Bains Firm is a San Francisco Bay Area personal injury and employment law firm, with a history of obtaining multimillion-dollar settlements for its clients.
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South Asian truck drivers living in California. Mostly male, working class.
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Expand the firm’s client base and establish TBF as the go-to legal counsel for the Punjabi Sikh and larger South Asian communities.
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After a thorough discovery phase, Grass devised a brand strategy and identity that showed respect for tradition and a level of polish rarely seen in personal injury law. We then turned our attention to a multi-channel content marketing strategy focused on audience development and conversion.
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Voice • Persona • Content Strategy • Competitive Analysis • SEO Audit and Best Practices • Social Analytics Audit • Content Creation • AI Editing and Workflows • Styleguide • Logo • Secondary Graphics • Website Design
Brand Identity\ The Making of a Courtroom Warrior
As one of the few Punjabi Sikh trial attorneys practicing in California, Manpreet Bains saw an opportunity to serve his community with pride. Grass designed a brand fit for a empathetic warrior.
The number of Punjabi truck drivers in the US had rapidly increased over the past few decades, changing the face of American commerce. Big rig driving is among the country’s most dangerous jobs, and Punjabi truckers, many of whom speak English as a second language, are often taken advantage of by their employers, leading to long hours and dangerous work conditions.
Taking all of this into consideration, we produced a brand identity that is modern, approachable, and professional, reflecting a respect for tradition and community values. We chose a muted palette of blacks, whites, and grays to reflect a sense of seriousness often overlooked by his competitors.
For the logo and typefaces, we landed on a combination of Playfair Display and Commuter Sans, a nod to tradition and modernity. Black and white photography of court room details, the San Francisco skyline, and traffic-laden roadways signaled the firm’s location and focus. Photos of Bains in a turban, full beard, and black suit show his traditional roots and courtroom readiness. The firm's voice, meanwhile, signaled Punjabi history, positioning Bains as the empathetic warrior, courageous and caring, confident but never cocky.
Website Design | The Brand In Practice
Content Strategy & Social Management\ Engaging the Community
Following the creation of the firm’s identity and website, we devised a social strategy that targeted the South Asian diaspora in California, with a special focus on Punjabi truck drivers.
We conducted a thorough audit of personal injury lawyers across social platforms to inform a brand matrix that defined The Bains Firm’s voice and approach to social. The resulting strategy centered education, community, and strength with a traditional aesthetic and motivational tone.
Our content strategy combined community engagement, targeted advertising, legal explainers, and personal cultural anecdotes to create a trustworthy, results-driven digital/social presence. We employed shareable organic content, like legal explainers, for brand building, and targeted ads featuring large settlement announcements for client acquisition. As the firm’s editorial team, we devised a content funnel that supported both onsite SEO (blogposts) and social media across relevant channels.
To maximize the firm’s limited marketing budget, we employed ChatGPT and other AI tools to assist in ideation and content creation. All AI-assisted content was thoroughly fact-checked, supplemented, and edited to ensure accuracy, flow, and a human touch.
SEO + GEO \ Optimizing for the Rise of LLMS
With a successful social media strategy regularly delivering new clients, The Bains Firm turned its attention to search engine optimization and organic content at the outset of 2025. Grass started with a thorough review of the top ranking California law firms catering to South Asian truck drivers, a growing niche in personal injury law.
After finding that most of the firms serving our intended audience were using a dated keyword fire-hose approach to SEO, we devised a strategy focused on satisfying both traditional search engines and large language models. The resulting plan combined keyword-rich organic content, semantic SEO, and schematic markup. This quickly positioned The Bains Firm on page one of traditional and AI search results.