For years, AXS Law Group co-founder Jeff Gutchess was advised that he needed to specialize, and that “clients don’t like South Beach cool guys.” But he never heeded that advice.
His new firm, surrounded by the artsy, graffiti-covered warehouses of the nontraditional-for-a-law-firm Miami neighborhood called Wynwood, is part of his bet that there are clients who want a new kind of firm. At a time when many law firms are struggling and grappling with how to attract and retain clients, AXS Law Group is branding itself as an edgy kind of different.
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