4 JUNE 25-JULY 1, 2026 westword.com WESTWORD | MUSIC | CAFE | CULTURE | NIGHT+DAY | NEWS | LETTERS | CONTENTS | Lords of the Billboards WHY DO INJURY LAWYERS RULE THE DENVER SKY? BY SAGE KELLEY We’ve all seen the tough expressions and folded arms of attorneys who promise to earn drivers a quick buck from a bad accident. Personal injury lawyer names like “the Strong Arm” and “Bachus & Schanker” have been etched into the memories of Denver residents for decades. But there’s a new kid in town, and above it. Since opening in Denver in June, Rafi Law Group has gobbled up much of the Mile High’s scarce real estate in the sky, with at- torney Brandon Rafi smiling across a bright red background on billboards throughout the metro. He also has a radio jingle, t-shirts, a podcast and an entire production studio based in his home city of Phoenix as he launches a new branch in Denver. As Rafi rapidly grows his grip on the metro’s billboard game, even his social media team has poked fun at the number of ads across Colorado. So why, in the internet age, are lawyers still worried about billboards? Ego is involved, of course, but there’s much more to it than a desire to line high- ways with headshots and catchphrases. Catching Eyes The glowing absurdity of lawyer billboards was recently showcased when longtime injury attorney Frank Azar paid for a handful of signs displaying his services along with a giant “6-7” across the metro earlier this spring, directly playing into an internet meme that adults are still try- ing to fi gure out – including someone in their 60s, like Azar. Whether all of the signs have meaning or not, they catch eyeballs. Azar also has billboards that have been upside down for months near East 13th Avenue and Cherokee Street and another near Santa Fe Drive that read, “Truck wreck?”, perhaps to speak directly to drivers who have fl ipped their cars. Azar’s offi ce didn’t respond to requests for an interview about his billboards. But Azar, who calls him- self “the Strong Arm” for his ability to attain favorable results for clients, isn’t the only attorney who uses hu- mor or billboard branding. Bachus & Schanker like to re- mind people, “We win a lot.” Joseph Ramos of Ramos Law, who was a doctor before becoming a lawyer in Colorado, often prefers to appear in a white doctor’s coat. You cannot escape them. In a 12-mile stretch of Broadway from East Arapahoe Road to Civic Center Park, West- word observed nine lawyer billboards. Ramos Law has about 30 billboards in the Denver area, while Backus & Schanker have over 60 physical signs, including billboards with their names. Fuicelli & Lee, another Denver- area fi rm, has four big billboards and 10 commercial wall posters. And it’s not just billboards: Azar has radio and television ads. Bachus & Schanker ap- pear on the sides of RTD buses. Ramos has social media ads with sports mascots. Billboards are still king, though. Although now commonplace in cities nationwide, lawyers weren’t originally al- lowed to advertise in the U.S. over worries of misleading messages. The Supreme Court eventually ended the ban in 1977, however, citing the First Amendment. Now, just like many other businesses, new law fi rms imme- diately consider advertising when launching. Kyle Bachus, co-founder of Bachus & Schanker, says advertising for his fi rm dates back to its genesis in 1996; the fi rm was the fi rst to get ColoradoLaw.net, he boasts. The yearly Yellow Pages phonebook used to be a key outlet for law fi rms. Accord- ing to Bachus, his fi rm spent around $600,000 annually on phonebook advertising during the publication’s peak. At the time, billboards weren’t a common tactic used by lawyers, he says. More ad money went to televi- sion in the early 2000s, but lawyers switched to physical ads once ratings began to plummet. “The media has fragmented,” Bachus says. “You know your local audience is out and about; you can get to them through outdoor media.” Colorado’s roads have never seen more drivers. According to the Fed- eral Highway Administration, there were over 4.5 million licensed driv- ers in Colorado in 2024, nearly 15% higher than in 2014. “With billboards, because you’re driving down the road, everybody’s going to see it, and you might be catch- ing people from all different markets,” Joseph Ramos, owner of Ramos Law, says. “I had no idea I was going to have to get into advertising when I started my fi rm,” Ramos continues. “But you have to do what you have to do.” Injury lawyers are often labeled ambu- lance chasers who churn and burn cases, and some have lived up to the stereotype. But they still have the right to advertise – and most of them agree that billboards are one of the best methods due to the volatility of the market. “Most people who hire a personal injury lawyer have never called a personal injury lawyer in their life,” Bachus says. Other types of lawyers, like those who work in business, build longstanding career relationships at fancy din- ners or on golf courses, he says. Injury lawyers usually do not have repeat clients, however. Bachus calls the situation an “unlucky lot- tery,” with he and his partner, Darin Schanker, entering the game to help people on what he calls some of the worst days of people’s lives. “Most families are a few weeks away from bankruptcy in terms of their ability, their savings,” he says. “So, all of a sudden, they’re thrust into a really bad situation, and they need help quick. We want to be top of mind.” Rafi agrees. “It’s not something that people go through every day,” Rafi , a practicing attorney since 2015, tells Westword. “It’s, in many cases, a once-in-a-lifetime thing, a twice-in-a-lifetime thing, and we want to be top of mind.” What Ego? The big faces, folded arms and eye-rolling jokes are about grabbing attention — but everyone goes about it a little differently. Bachus & Schanker like to appear amiable yet serious, smiling NEWS continued on page 6 KEEP UP ON DENVER NEWS AT WESTWORD.COM/NEWS Rafi Law Group has taken over the Denver billboard space this summer. Frank Azar’s “6-7” billboard on South Broadway has gained the attention of Denver residents. ANTONY BRUNO ANTONY BRUNO
