Gunn Slater website

Founded by Amy Gunn and Erica Slater, both accomplished trial attorneys, Gunn Slater is a women-owned law firm focused on providing legal representation for individuals harmed by reckless healthcare providers, truck drivers, or product manufacturers. The firm’s goal is to provide high-quality, personalized legal services, particularly for families, young parents, and those who need trial attorneys who can handle cases effectively and compassionately.

Before launching their firm, Amy and Erica hired Firesign | Enlightened Legal Marketing to create a website that reflects Gunn Slater's identity as a fierce and trustworthy advocate for those harmed by negligence, while maintaining a fresh and sophisticated appearance that stands apart from typical personal injury law firms and several competitor firms in their market. Amy and Erica also stressed the importance of overcoming bias: they didn’t want a space that was decidedly gendered, or one that evoked an overly masculine or corporate feel. As Amy and Erica told Firesign before the project’s launch: “We’re badasses that are going to take care of you. Everyone wants the badass, but only if they’re your badass. We need to convey that with the logo. Every single client knows that once they have us. We have such strong rapport with our clients because exactly what we are selling is exactly what we are.”

The website's primary goals were to establish credibility for the new firm and to expedite personal relationships with potential clients. Toward the first goal, the site showcases the founder's accomplishments, including legal industry awards and significant jury verdicts and settlements. Toward the second, Gunn Slater and Firesign took a personal approach to the usually dry FAQ page, recording videos of the founders addressing common questions so potential clients could learn about their approach and see their humanity.