Behind the Brand: Marketing Through a Law Firm Merger

Marketing Portfolio | Brand Strategy, Communications, Digital Marketing & Business Integration

One of the most meaningful projects in my marketing career has been supporting the transition of Stewart Law Group PLLC into Fisher Phillips, a national labor and employment law firm, in July 2026.

After nearly five years serving as Marketing Director at Stewart Law Group, this transition represented much more than a change in company name. It was an opportunity to help connect an established brand, its people, and its professional reputation with a larger national organization.

For me, it brought together many areas of marketing I enjoy most: strategic communications, brand management, digital marketing, public relations, relationship building, and creative problem-solving.

The Challenge: Connecting Two Brands

A law firm merger involves more than updating logos and websites. It requires thoughtful coordination to maintain brand consistency, communicate changes clearly, preserve existing relationships, and ensure a smooth transition across digital and professional channels.

Having managed Stewart Law Group's marketing and communications, I brought valuable knowledge of the firm's brand, attorneys, audiences, digital presence, and established relationships into the integration process.

My Role in the Marketing Transition

Working alongside colleagues at Stewart Law Group and Fisher Phillips, I supported several marketing and communications initiatives, including:

- Brand Transition: Coordinating updates to brand messaging, digital materials, and professional profiles to reflect the move to Fisher Phillips.

- Website & Digital Integration: Supporting website transition messaging, redirects, attorney biographies, professional affiliations, and contact information updates.

- Social Media: Helping transition Stewart Law Group's social presence and update professional LinkedIn branding while maintaining consistent messaging.

- Public Relations & Communications: Assisting with merger-related communications, media outreach, and distribution to relevant professional and industry audiences.

- Cross-Functional Collaboration: Connecting colleagues and resources across marketing, communications, business development, and other teams to support continuity throughout the transition.

From Local Leadership to National Marketing

The merger also marked an important chapter in my own professional development.

I transitioned from leading marketing strategy and execution for a boutique law firm to contributing to national marketing initiatives at Fisher Phillips.

This expanded my experience with larger marketing teams, collaborative workflows, national social media publishing, website content management, attorney visibility, and integrated communications.

It also reinforced something I have always believed: successful marketing requires both strategic vision and the ability to execute the details that bring that vision to life.

What This Experience Reinforced

Brand transitions are ultimately about people, relationships, communication, and trust.

A successful integration should preserve the value of what an organization has built while creating opportunities for future growth.

This experience strengthened my appreciation for adaptable marketing leadership, collaboration across teams, and the importance of maintaining a consistent brand experience during organizational change.

Looking Ahead

From developing brands and building marketing programs to supporting a national law firm integration, my career continues to evolve around the same passion: helping organizations communicate their value, connect with audiences, and grow.

Marketing is more than promoting a brand. It's helping shape how that brand moves forward.

Portfolio Focus: Marketing Strategy | Brand Integration | Public Relations | Digital Communications | Website Management | Social Media | Business Development

About Lindsey Barker Willis

Lindsey Barker Willis is a marketing and communications professional with more than 12 years of experience in brand strategy, marketing leadership, digital communications, business development, and creative direction. Her experience spans professional services, entrepreneurship, and creative marketing through LB Designs Marketing & Photography.

"What got you into photography & marketing?"

I am often asked, "What got you into photography & marketing?" I have answered this question so many times and never really overthought it. However, this past week, I was asked that question within one of my social media channels.  After I typed up the answer, I thought, why have I not ever shared this on my social media?  After eight long years, I am proud of all I have had to overcome.  I continue to look forward to new photography and marketing opportunities that come my way.  So, if you are interested in my answer, continue to read on.

Initially, I was very ill. After years of trying different treatments and being told by several doctors; I needed to have surgery.  Surgery meant I had to stop working. Go on disability, and then wait until my government health care coverage would kick in. The doctors also told me that they were not sure if I would live through the surgery. It was a hard pill to swallow being a single mother.  The day I left the oncology office, I went to my car and cried. I thought to myself, if I were to die, what would my children remember me by?  At that very point, mentally and physically, I was broken. Not knowing how much time I had left, I needed to do something I loved and could do while spending time with them.

Back then, my boys loved when I would take them to play the "Penny Game," where we would drive and photograph new places. I did not want my kids to know how bad it was, and I needed to mask the severity of what I was personally dealing with.  I just knew in my heart that my love for photography somehow, someway, was a part of the answer. So I enrolled at UTA (University Texas Arlington) in the Photography and Business Marketing programs. When surgery time came, I knew that if I made it through it alive, I would become a professional photographer. I also knew I would need to know how to market and sell my work. As I got sicker, I worked harder in my classes. I would study and teach my boys what I was learning to have more time with them.  I had a small hope of living but also continued to struggle with the idea of dying.   

Then the day came that changed everything.  The doctors told me that I was too weak to have surgery and would not become a surgical candidate until I was physically stronger. Unfortunately, I was not a "workout person," and I could barely lift a gallon of milk.  However, during this waiting period, I had become a great student. Then I had the idea of taking a class to "workout," The next day, I brought a UTA catalog home, knowing that I would need my children's help to build strength. I decided to ask my oldest son his thoughts. He was thirteen years old at the time, and he just laughed at this idea.  I will never forget him saying to me, as I read each course description aloud, and he was quick to assist me with eliminating each P.E. class.  We both knew I was way too weak to be able to take on those types of courses.

As I sat there trying to hold in my tears and trying not to let him see me finally give up. He made this statement, "Maybe you could dance around a canvas." I then laughed and said, "You know what? I bet there is a physical art course!" That was when I flipped the catalog pages to the art section and found Glassblowing.  I had no clue UTA offered Glassblowing or what it entitled. I told him it sounded hot, and I am sure it had to be physical. So that semester, I enrolled in the glassblowing class. That was when I fell in love with the art of Glassblowing.  By the second semester of classes, I was so sick and so weak that I could not participate. I had to have my doctors sign waivers and wear masks to attend courses. I was neutropenic and vomited all the time. Nevertheless, I refused to give up and kept going to class, watching, taking notes, and trying not to think about being sick.  The UTA glassblowing studio was my very own personal escape.

The radiation pills I was on were not working. If I did not have the surgery soon, the doctors knew I would not make it another three months. With the daily over-barring pain, I no longer had a choice. I could no longer wait it out. I had to take an incomplete extension for the semester and was hospitalized.  Weeks later, after many IV medications to build up my body so I could have the surgery, it finally happened.

When I woke up from surgery, I remember being surprised.  The odds were complete, stacked against me. But, I knew at that point; I was alive for a bigger purpose. Now fourteen, eight, and seven, my children took care of me for weeks after the surgery. Once I was strong enough to drive, I returned to school.  I continued working towards completing my photography and business marketing degrees.  I was still weak, but the doctors finally released me to continue the glassblowing class I had taken an incomplete extension in the following semester. 

While working on finishing that course, I realized I was getting stronger. However, I still needed and wanted to continue blowing glass. That was the semester I decided I would triple major and earn a degree in Fine Art Glass. 

Approaching my senior year of college, still recovering, physically weak, and not working, I knew I could not take on anything else.  Christmas was approaching, and I remember thinking I did not want my kids to go without Christmas.  I was still on disability and still having to visiting food banks to feed them. Making Christmas special for my kids felt impossible.  Once again, finding myself in tears, I began to pray. I asked God, "What am I doing? How will I explain to three young kids that there will be no Christmas after all they had been through?" The next day I returned to my glassblowing class, and there was a flyer on the studio door.  As I stood there, I could not believe that I was reading that a local Glassblowing Studio needed "Holiday Gallery Assistances." As soon as my class ended, I printed my resume, and I drove to Grapevine, Texas, to submit my resume and check out the gallery.

During the Christmas semester break, I worked as many hours as my body would let me. I used every penny (after paying for gas) that I had earned to buy Christmas presents for my boys.  As my final semester of college was about to start, I was asked by the gallery manager if I would be willing to continue working weekends, but only when they had events.  In that short amount of time, I had pretty much fallen in love with working in the gallery.  I also noticed several opportunities where I could use my past work experiences and three new degrees to help their business. 

Continuing my battle with my health and recovery, I had to carefully balance working part-time, raising three boys, going to food banks, and finishing three degrees, but that is just what I did! A few weeks before I would graduate, Vetro Glassblowing Studio offered me the Gallery Manager position. Again, I knew this was God's plan for me. Vetro's gallery is closed on Sundays and Mondays.  Meaning that not only would I have a full-time salary job fresh out of college using all my degrees, it also would give me the availability to develop my photography and marketing business. 

Within the first year at Vetro, I was no longer just the Gallery Manager. Instead, I had developed and transitioned my position into the Gallery Marketing Manager. I now oversee the gallery, inventory, sales, displays, ordering, consignment artist, events, hiring firing, scheduling, training, shipping, marketing, and P.R. 

So, if I am going to answer the question, "What got you into photography & marketing?" First, I would have to say the short answer was because I thought I would die.  Then I would have to continue that answer with, but my God, my children, my love for art, and my passion for photography knew otherwise.          

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