When Axinn launched Passle in October 2023, it marked a pivotal moment in the firm’s marketing and business development journey. With a lean team and no existing brand visibility strategy in place, the challenge was clear: they needed to build credibility, create content for a new website, and most importantly, get attorney buy-in.

What followed was a resounding success.

In just a few months, 72 attorneys across the firm have authored over 200 posts, fueling a powerful shift in how Axinn positions itself in the market. Passle became more than just a content platform - it was a strategic move to build a modern, visible brand presence.

For Julie Chodos and the MBD team, Passle helped prove a point: that even a small team can drive firmwide engagement, create high-value content, and elevate the firm’s profile without overwhelming internal resources. A touch of healthy competition among attorneys only fueled the momentum, and the results speak for themselves.

Today, Axinn is showing what’s possible when smart strategy meets the right tools: a firm that punches well above its weight, with a growing voice in the legal marketplace.

Watch the video to hear Julie Chodos share how Passle helped transform Axinn’s brand presence and win over internal stakeholders - one post at a time.