Gish PLLC

A Scalable Brand Platform for an Elite IP Litigation Boutique

Overview

Gish PLLC is a high-end intellectual property litigation boutique founded by Big Law veterans. With offices in New York and San Francisco, the firm operates at the intersection of finance, technology, and innovation, representing cutting-edge companies in complex, high-stakes IP disputes.

The firm’s technical depth is a defining differentiator. Nearly every attorney holds a technical degree, many with advanced degrees or doctorates, enabling Gish to litigate confidently across technologies ranging from AI and software to medical devices and chemical products.

ICVM Hawk has partnered with Gish since the firm’s inception. As Gish’s profile and caseload grew rapidly, its early-stage digital presence no longer reflected the caliber of work, clients, or competition. The firm needed a brand and website that clearly signaled parity with—and distinction from—the largest IP litigation practices.

The Strategic Challenge

Gish competes directly with Big Law while intentionally remaining a boutique. The challenge was not awareness, but perception.

The firm required a public-facing identity that unmistakably communicated its credibility, technical authority, and litigation strength—without sacrificing the focus and agility that define its boutique model. Every brand touchpoint needed to reinforce that Gish operates at the highest tier of the IP litigation market.

Our Approach

While the website was the primary deliverable, ICVM Hawk led a broader positioning and identity effort to ensure durability and consistency as the firm continues to scale.

• Positioning & Messaging

  Established a clear framework highlighting Gish’s Big Law pedigree, deep technical fluency, and results-driven litigation approach.

• Visual Identity System

  Developed a refined design language—typography, color, and imagery—that projects authority and sophistication without resorting to industry clichés or overstatement.

• Website Platform

  Designed and built a polished, extensible website that set the standard for the firm’s broader brand presence. The visual and structural system was intentionally built to scale across social media, pitch materials, and client-facing communications.

Results

Gish’s new digital presence positions the firm squarely alongside the national practices it competes against—with the clarity, confidence, and polish now required to succeed in high-stakes IP litigation.

What began as a website redesign evolved into a cohesive brand platform. The result is a flexible, professional identity that reinforces Gish’s technical authority, litigation credibility, and boutique advantage—while providing a foundation that will support the firm’s continued growth and market leadership.