For Am Law 100 firms, we build the Identity Spine™ that strengthens AI-driven discovery.

Your biggest AI problem isn’t visibility. It’s identity.

“Before I recommend a firm for a specific matter, I need to understand where the firm stands out - and how those strengths fit the problem I’m being asked to solve.”

- ChatGPT

“Most BigLaw practice descriptions sound the same. Strip the logos from five antitrust pages and the text is almost indistinguishable.”

- Gemini

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 distinctive identity.

At The Found Word®, we build your firm’s Identity Spine™ by defining a differentiated narrative for every practice and industry page - delivering content transformation at scale.

Your Identity Spine™ serves as the backbone for your entire content ecosystem - ensuring every downstream content asset reinforces the same differentiated identity. Over time, that consistency creates a body of corroborating evidence, building the trust AI needs to 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.

Our Team

  • "Unlike other content writers, Seema understands the challenges that legal marketers face. She leverages expert knowledge of the legal industry, and internal workflows, when delivering practice and industry content."

    Mereen Miran | Senior Director of Business Development, McDermott Will & Schulte
    (Am Law 50)

  • "Seema is proactive, strategic, and creative. She is an exceptional writer."

    Dr. Chris Holly | Partner, Cooley (Am Law 20)

  • "I continue to be impressed by Seema’s ability to identify key differentiators and write an impactful narrative around that. She works so well with our team and delivers high-quality content on time and within budget."

    Andrea Cale, Director of Business Development, Fenwick & West (Am Law 100)