Joey Vitale


I am a heart-led attorney obsessed with helping others thrive in life and in business. I focus on trademarks, which is a legal way of saying I help you make sure you have a strong brand and are protecting your rights to it.

What hobbies, causes, or activities are you passionate about aside from your work?

It's sad to admit, but I don't have many hobbies right now. That's something I'm working on. I really love hanging out with my dog, Mr. Feeny, and my wife, Kat (not necessarily in that order). I'm also super passionate about helping my entrepreneurial friends build businesses that "love them back." This growth in the entrepreneurial space is awesome, but it's also causing a lot of burnout, depression, and unhappiness. I love being a part of conversations that help lift the community up while also celebrating where individuals are at. Life's too short to never be satisfied. (Oh, I love the musical Hamilton, can that count as a hobby?!)

What’s something you do at your business that’s "weird" and not commonly done?

I love connecting people, and my consultation calls often end with referrals instead of a sales pitch. I really try to "stay in my lane" as a lawyer in my niche. I'm fully aware that I'm not a business coach, a marketing strategist, a web designer, or a live-streaming consultant. I've learned quite a bit about all these things, but there are so many experts CRUSHING it in those areas that would be more helpful than I ever could be. I get it — the legal stuff is only one part of this huge business puzzle you're trying to figure out. That's why I make it a priority to highlight and recommend other business experts. Every Thursday, I host the "Indie Show" along with my co-host, Caitlyn Allen. We highlight a different kind of business pro every week — sometimes even other attorneys — who can help our fans in ways Indie Law can't. If I can connect one of my followers or clients to someone that is the perfect match for their business needs, that's just the best feeling ever.

What inspired you to start your business?

I was desperate to find a job that made me feel valued. I was working at a law firm that was slowly chipping away at my confidence and making me miserable. When my wife and I decided to move to Chicago, I started sending out resumes to a city I had zero connections in. I FINALLY landed an interview. But when they gave me an offer, I realized had just worked so hard to get accepted for a job I knew I was going to hate. So I did a lot of soul searching, found the best mentors ever, and made a lot of pivots. About 6 months later, I decided to start my own firm, on my own terms, serving creatives like me. My wife supported me with a perfect balance of "you've got this" and "you've got 3 months to make money." That support and pressure gave me the momentum I needed jumpstart a business into success, and it's that same kind of support and pressure that I love giving other business owners.