Personal Injury Mastermind w/ Chris Dreyer 407. The 12-Month Pivot: Creating the "Superhero Lawyer" Brand w/ Manny Ibay
Mar 23, 2026
Manny Ibay, personal injury attorney and creator of the Superhero Lawyer brand, shares his bold branding journey. He recalls the billboard spark, using AI and design to craft visuals, and the choices behind billboard placements. He also talks about expanding the concept into comics and books, and how the rebrand reignited his passion for practice.
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Conference Spark That Relaunched A 28-Year Practice
- Manny Ibay attended PemCon, felt inspired by star personal injury lawyers, and decided to stop coasting after 28 years in practice.
- On the flight home he planned a billboard, pivoted when blocked, found a Google review calling him a "superhero lawyer," registered the domain, and launched the brand with AI-driven designs.
Billboard Idea Blocked Then Reinvented
- Manny planned a playful billboard that referenced competitors but the vendor asked him to remove the line because the competitor was a top client.
- He pivoted to the "Superhero Lawyer" idea after seeing a client's Google review and used AI to create the billboard artwork.
Pick Billboards That Create Local Buzz
- Invest in local, visible placements even if they're pricier because proximity to your office and home builds neighborhood buzz and ego value.
- Manny pays $52.50/month for a 14x48 and about $1,000/month for bus wraps, prioritizing visibility over remnant bargains.
