ProLegal Growth Signs The Shirvanian Law Firm as one of its First Engagements

Narbeh Shirvanian spent the first part of his career on the other side.

He began in insurance defense. Then public entity work, representing school districts and counties. He has been doing plaintiff work independently since 2012, and he has built The Shirvanian Law Firm around a conviction that most of his competitors cannot claim, that the fastest way to beat an insurance company is to have been one of the people they hired.

ProLegal Growth has signed The Shirvanian Law Firm as its first client engagement, a complete rebuild covering brand strategy, research, positioning, visual identity, and a full website design and development.

In discovery, ProLegal Growth built a persona for the insurance claims manager.

"Every marketing company in this industry builds a persona for the injured client," said Patrick Babaian, CEO and Founder of ProLegal. "Almost nobody builds one for the adjuster holding the file. That person is deciding what a case is worth and whether a firm will actually try it or fold at the courthouse steps, and part of that judgment forms before they read a word of the demand. Firms treat branding as a design expense. It is a settlement value issue."

Three primary personas were developed. The catastrophically injured client. The moderate injury client. And the claims professional on the other side of the table. A fourth covered referral partners and peers.

Each was mapped on the same frame. Primary need. What they distrust about the category. The bias shaping their behavior. What signals credibility. And what signals to avoid.

That final column drove most of the design decisions that followed. A billboard aesthetic that pulls a certain kind of inquiry also communicates something to an adjuster, and a firm does not get to send those signals selectively.

The competitive audit examined three firms chosen to represent three distinct strategic postures rather than three versions of the same rival, a high volume regional practice, a founder led trial firm, and a values led practice. Each was assessed on how it wants to be perceived, its tone and voice, the basis of its name, and a strategic conclusion identifying both its strength and its structural weakness.

The website architecture was derived from a four stage journey model covering awareness, consideration, decision, and the period after someone becomes a client.

It was built around restraint. No countdown mechanics. No incentives. No promotional urgency. Practice area content is written so a prospect can tell whether the firm handles cases like theirs before they pick up the phone.

That runs against the standard promise in legal marketing, which is volume. This engagement was scoped for signed cases instead.

"Most firms get a rebrand, not a brand," Babaian said. "Somebody delivers a logo package, everyone admires it for a week, and within a year the paperwork, the ads, the bios, and the website have drifted apart again. We are not renting firms attention. We are building them an engine they own."

The Shirvanian Law Firm handles serious and catastrophic injury, motor vehicle collisions involving significant bodily injury, pedestrian and cyclist injury, wrongful death, and complex high exposure liability matters, with a litigation focus and a deliberately limited number of moderate value cases accepted where liability is clear.

Website design is underway, with launch planned for 2026.

ProLegal Growth is the branding, websites, and marketing engine within ProLegal, built exclusively for the legal industry. Clients own their brand assets, their website, their accounts, and their data outright. ProLegal Growth does not sell shared or resold leads.

ProLegal was named No. 11 in the Legal Industry and No. 585 nationally on the 2026 Inc. 5000 list of fastest growing companies in America, on 615% three year revenue growth.

The 2026 founding cohort is capped at 12 engagements. Firms can begin at https://www.prolegal.com/growth.