Haug Farrar Franco & Ruiz, a Mississippi personal injury law firm, has announced a rebranding to HFFR Injury Attorneys. The change is designed to create a more recognizable brand that highlights the firm's singular focus on personal injury law and its commitment to communities across Mississippi.
The rebrand matters because it signals continuity rather than upheaval. "Our new name better communicates who we are and what we do, and is designed to be top of mind for individuals and families who find themselves in need of high-quality legal representation," said partner Stopher Haug. "But what hasn't changed is the firm itself — same four partners, same phone number, same offices, same standard of care."
That standard of care centers on direct access to a partner. Unlike larger firms where clients are handed off to associates or call centers, every HFFR client works directly with a partner attorney from the first conversation to final resolution. This model is central to the firm's identity and remains unchanged.
Partner Todd Farrar reinforced that point: "We've always believed that injured people deserve more than a case number and a paralegal. Our standard is one partner, personally responsible for your case from day one to the final outcome — and we prepare every one of those cases as if it's going in front of a jury."
The firm's founding partners bring a combined 75 years of Mississippi personal injury experience to every case, a depth of knowledge that extends beyond the courtroom to local hospitals, doctors, courts, and insurance carriers.
Partner Jonathan Franco emphasized the value of that local presence: "Mississippi isn't just where we practice — it's home. We've built our careers here, raised our families here, and developed lasting relationships throughout the communities we serve. That local knowledge of the courts, the carriers, and the medical community gives our clients a real advantage."
The implications of the rebrand extend beyond a new name. It positions the firm to compete for attention in a crowded legal market while preserving the personal, partner-led approach that differentiates it from volume-based practices. The firm's logo, incorporating the fleur-de-lis, further reinforces its Mississippi roots.
Partner Jason Ruiz framed the future around results: "The future of our firm is centered on achieving life-changing outcomes for our clients — and doing that in a way that stays true to who we are. We're not a volume shop. Every client gets a partner."
HFFR Injury Attorneys maintains offices in Gulfport and Ocean Springs and focuses on motor vehicle accidents involving cars, trucks, and motorcycles, as well as medical malpractice and workers' compensation claims. For injured individuals and families, the rebrand serves as a reminder that the firm's core promise — direct partner representation from first call to final resolution — remains intact.
