Rethinking brand positioning
With 30 years of experience, Slack Davis Sanger (SDS) is a respected personal injury law firm known for taking on the complex cases others can’t. Yet despite a strong track record across numerous practice areas, SDS had become primarily recognized as an aviation boutique—due to the high visibility of its aviation litigation work. The firm set out to shift that perception and spotlight its full range of expertise.
That’s where Spire came in. Our challenge was to reposition the brand, refresh its identity, and deliver a compelling digital and campaign presence that reflected the true breadth of SDS’s legal capabilities.
A website built for impact
The firm’s previous website was dense, dated, and difficult to navigate—resulting in high bounce rates and missed opportunities. Visitors weren’t finding what they needed, fast enough.
Spire streamlined the structure, overhauled the user experience and content, and introduced a cleaner, more intuitive user journey. The new site confidently communicates SDS’s value across all practice areas—not just aviation.
Visually, we established a bold, distinctive look and feel. Dynamic imagery ties to real casework, helping users quickly connect with the firm’s expertise in multiple fields.
That’s where Spire came in. Our challenge was to reposition the brand, refresh its identity, and deliver a compelling digital and campaign presence that reflected the true breadth of SDS’s legal capabilities.
A bold campaign for serious matters
To extend the refreshed brand beyond the website, we developed a multimedia campaign to elevate awareness and signal the firm’s range and depth. In a category crowded with generic attorney group shots in front of office buildings, these visuals broke the mold—strong, impactful, and instantly recognizable. From medical devices to construction sites to aircraft, the creative underscored SDS’s confidence and capabilities across multiple practice areas.
Branding a signature networking event
Each fall, SDS hosts a high-profile Oktoberfest networking event for its key referral sources—politicians, judges, and industry partners. Spire reimagined the event’s brand as “Slacktoberfest,” combining playful energy with German-inspired design elements.
From custom pillows and coasters to an ice sculpture and barrel highboys, the Slacktoberfest experience was as immersive as it was memorable. Our deliverables included print and digital invitations, VIP 3D gift box invitation, social posts and emails, a photobooth and signage, as well as authentic German food, bier, and polka bands.
