For Am Law 100 firms, we build the Identity Spine™ that powers AI-driven discovery.
BigLaw’s biggest AI problem isn’t visibility. It’s identity.
Large firms already have thousands of content assets that are visible to AI. The core problem is identity dilution: most practice and industry pages claim to do everything for everyone. This makes it harder for AI to understand what your firm is known for – and when to surface it.
“Before I recommend a firm, I need to understand what distinguishes the relevant practice or industry – and how that fits the problem I’m being asked to solve.”
- Chat GPT
AI platforms aren't search engines – they're referral sources.
People recommend firms they know and trust. The same holds true of AI. But unlike people, AI doesn’t build trust through relationships or experience. It builds trust when the information it can access about your firm consistently reinforces a differentiated identity.
At The Found Word®, we build your firm’s Identity Spine™ by defining a distinctive narrative for every practice and industry – delivering content transformation at scale.
Your Identity Spine™ becomes the backbone of your entire content ecosystem, ensuring that every downstream asset – from website content and pitch materials to directory submissions and media outreach - reinforces the same differentiated identity.
Over time, that consistency creates a growing body of corroborating evidence, strengthening the signals AI platforms rely on to understand, trust, and recommend your firm.
How we build your Identity Spine™
ContentScale™ System
Through structured partner interviews and a scalable narrative framework, we define a differentiated identity for every practice and industry.
SignalAlignAI™ Framework
Through our optimization framework, we align every practice and industry page with the signals AI platforms use to evaluate and surface firms.
We know the BigLaw sales cycle.
Our business model is purpose-built to support Am Law 100 firms, where practice and industry leadership can span 50-100 partner stakeholders.
Every member of our team has more than 20 years of legal marketing and business development experience. With decades of partner-facing experience inside BigLaw - and fluency across practices and industries - we shape narratives by uncovering the differentiators that influence hiring decisions.
“The Found Word transformed our practice and industry pages from a collection of individual assets into a cohesive, differentiated narrative. And they did it in record time.”
McDermott Will & Schulte
(Am Law 20)