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McKean Smith was founded with a vision: to create a law firm that combined the expertise of a large practice with the personalized service of a boutique firm. When its founding partners left larger firms to build their own, they weren’t just launching a practice—they were establishing a new standard for full-service legal representation. From family law to business litigation, from estate planning to criminal defense, McKean Smith was designed to be a firm that could evolve with its clients’ needs, offering comprehensive legal counsel under one roof.
Launching a new law firm in a competitive market required more than just legal expertise. It demanded a strong brand, a high-impact digital presence, and a marketing strategy that would generate immediate credibility. Watson Creative was brought in to build everything from scratch—from brand identity and website development to SEO, digital media, and long-term growth strategies.
McKean Smith needed a brand that would establish instant authority while feeling accessible and client-focused. The name carried weight, but the identity had to communicate more than just professionalism. It had to reflect versatility, strength, and approachability—a firm that could handle high-stakes litigation while remaining a trusted partner for individuals and businesses alike.
Watson crafted a timeless visual identity, balancing modern typography with classic legal symbolism. The logo and brand elements were designed to convey confidence without pretension, ensuring that potential clients would see McKean Smith as both elite and approachable.
The firm’s photography and videography captured real moments, not stock imagery, reinforcing their authentic, client-first approach. Every visual detail—from the color palette to the texture of printed materials—was curated to enhance credibility and create an immediate sense of trust.
Launching a new firm requires more than a great brand—it requires visibility, engagement, and strategic growth. Watson implemented a multi-channel marketing strategy that ensured McKean Smith’s brand reached the right clients at the right time.
The firm’s SEO and content strategy positioned them for long-term digital authority, making them highly discoverable for individuals and businesses searching for legal services. A targeted digital media buy amplified their reach, ensuring that potential clients saw McKean Smith before they ever searched for another firm.
Paid media campaigns were designed to drive high-value leads, with Google Ads, LinkedIn outreach, and local market targeting ensuring that the firm remained top-of-mind. Social media and email engagement strategies provided additional touchpoints, keeping McKean Smith connected with both new prospects and existing clients.
From a newly formed practice to a recognized and respected firm, McKean Smith’s brand launch and marketing strategy delivered immediate traction and long-term sustainability. The firm’s website became a primary driver of client inquiries, with increased traffic, higher engagement, and stronger conversion rates.
Their digital advertising and SEO strategies ensured that they dominated local searches for key legal services, while their brand identity and content marketing efforts positioned them as a firm built for complex, high-value cases.
“McKean Smith’s success wasn’t just about building a law firm—it was about building a brand that would stand the test of time. By combining strong design, digital strategy, and marketing expertise, we helped launch a firm that continues to grow and lead in its market.” — Matt Watson, CEO, Watson Creative
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
