In this episode of SPARKS, we sit down with Francesca Witzburg ’14, founder and managing partner of ESCA Legal and a go-to voice at the intersection of intellectual property, modern brands, and digital culture. Francesca shares how she built a female-founded firm from the ground up and why embracing social media early helped her stand out in an industry where posting on Instagram was once considered taboo for Big Law attorneys.

From litigating cutting-edge cases in the Southern District of New York and shaping emerging IP law to building a strong digital presence that fuels her business, Francesca offers a candid look at how authenticity and strategy can transform a legal career. She discusses how she structures firm incentives, uses LinkedIn storytelling and social platforms as powerful marketing tools, and applies the “Purple Cow” mindset to differentiate her brand in a crowded market.

Francesca also reflects on her practice of “radical gratitude,” embracing setbacks like lost cases or unpaid bills as opportunities for growth and innovation. This conversation is packed with practical insights for lawyers, entrepreneurs, and anyone curious about building a modern legal practice with purpose, creativity, and resilience.

Cardozo School of Law