Personal injury attorney Manpreet Bains wanted help building a social following, but first he needed a brand. 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. In addition to logo, secondary graphics, brand colors, and typography, Grass designed a comprehensive website and content strategy befitting a 21st century law firm. In addition to increasing its caseload, Grass focused on the firm’s long-term objective of becoming the go-to attorneys for California’s fast–growing South Asian population.
Our social strategy combined community engagement, targeted advertising, legal explainers, and personal cultural anecdotes to create a trustworthy, results-driven presence. The firm signed four new cases within weeks of its first targeted ad.
Website Design
Identity
Social Strategy & Social Media Management
Following the creation of the firm’s identity and website, we devised a social strategy that targeted the South Asian diaspora in California, without alienating clients from other backgrounds. 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 centers education, community, and strength with a traditional aesthetic and motivational tone.
SEO FOR 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.