Meet the marketing team behind the Valley’s most ubiquitous law firm.
By Jason Keil | Photo courtesy Rafi Studios
Love it or hate it, the “Call Rafi” jingle is undeniably catchy – maybe even catchy enough to remember if you’re injured in a car accident.
But the earworm wasn’t dreamed up at some ad agency or outside marketing firm. It was the brainchild of Rich Yado, Ernie Rivas and Gabriel Trujillo, three Rafi Law Group staffers whose backgrounds are in radio, not marketing. Five years ago, the firm tapped the trio to help launch Rafi Studios – essentially, an in-house production company. Needless to say, most law firms don’t have one of those – but it was an investment with clear benefits.
For Rafi, which runs an “advertising attorney” business model, it made sense to bring more of its estimated $30 million annual media effort under one roof. It also made sense to hire local talent. “We’re all born and raised here in Arizona,” Yado says. “We’ve just really been ingrained in the culture out here for so long.”
The marketing team’s local sensibilities and connections inspired them to call on Valley musicians Dann G and Megawatts to bring the now-famous Rafi jingle to life.
Since opening in 2021, Rafi Studios has grown apace with the firm itself, recently moving to a separate office near the main headquarters in Phoenix’s Biltmore neighborhood. Step inside, and you are inundated with everything Rafi, from custom-made sneakers, T-shirts designed by State 48 and keychains that play the infamous jingle. There is also a studio where the weekly podcast Branding Rafi is recorded – even a barbershop.
Yado claims that engagement with the brand on social media continues to rise, too, with nearly two million views monthly. Fans have asked the team to help throw a Rafi-themed birthday party, so Yado believes they don’t need to look at a data chart to know what’s working.
“Brandon [Rafi] lets Rafi Studios be Rafi Studios, so we just get to be creative,” he says. “I don’t think we ever stray far from the original brand, so if one [campaign] is successful, the next one will more than likely be successful, too.”
Could Rafi Studios take on outside (read: non-Rafi) clients? The eight-person team appears to have the tools and talent, but bandwidth is a problem. With the firm expanding into outside markets like Denver, Rafi Studios is already outgrowing its space.
“I could see us having a TV studio,” Yado says. “It’s just full of people with a ton of energy that are just going to take this brand to the next level.”
TECH CORNER
Tribal Trailz
Seeking a unique tour guide for a Northern Arizona road trip? Download Tribal Trailz, a new app that illuminates Indigenous stories and cultural insights behind some of the most iconic sights in the region: Monument Valley, Horseshoe Bend, Hubbell Trading Post. Developed by Navajo Nation tribal member George R. Joe, the app is GPS activated and operates like a self-guided tour, playing short commentary as users approach destinations along the route. The app is available on the Google Play store and the App Store.
– Bella Mazzilli
