01Legal technology · 2023 to now · Brand, website, campaigns
A brand that holds up in court.
TypeLaw formats legal briefs with AI and checks them with an expert, so an attorney files clean and on time. The product worked. The brand read like a startup. We ran discovery, chose a direction, built the identity and the website, and have made the ads, case studies and event pieces since.
- 3 moDiscovery to brand, website and print, launched together
- 12Competitors the mark had to stand apart from, mapped in review
- 24 hrsBefore conversion, inquiries and sessions moved after launch
- OngoingAds, case studies and events on the same system since
Where it started
TypeLaw had already formatted more than ten thousand briefs when they came to us. Attorneys who used it kept using it. The problem was everyone who had not tried it yet: the brand looked like the software category, not like the firms it served, and the story of what the tool does for an attorney under deadline was not being told.
What we did
Discovery with the founders and the customers, a brand type chosen against the competitive field, then a direction review with the mark on a sign, a card, a booth and a website before anyone committed. The identity is black, white and one yellow, with the underscore of a cursor waiting for the next line. The site, the print, the ads and the case studies all came off that one sheet.
- 01DiscoveryFounders, customers, and the twelve competitors on one wall.
- 02DirectionThe mark tried on everything before it was chosen.
- 03BrandIdentity, standards, cards, letterhead, social.
- 04Site and sinceThe website, then the ads and case studies that keep it working.
One yellow. One underscore. Enough.
Serif for Type, sans for Law, and the underscore a cursor leaves when it is ready for the next line. Against a field of blue software logos it reads as a firm, not an app. The direction review put it on a sign, a card, a booth and a golf ball before the founders had to decide.
The booth
The merch
Every court, every page, one system.
The site carries the product story for attorneys, paralegals, in-house counsel and BigLaw, and the courts TypeLaw covers state by state. Dark hero, white working pages, yellow only where a hand should go. Built on the brand, and still running on it.
The homepageHover to scroll
Courts we coverHover to scroll
DarkSquare has a great process that helped us answer critical questions about how we represent ourselves through our brand. They helped us better understand our messaging and how to reach our audience. Our new brand is something we’re really proud of.
The average legal brief includes.
A social series built on the anatomy of a brief: sixteen headings, six thousand words, four footnotes, and the hours that go into formatting each one. Display ads for SCOTUSblog and LinkedIn, webinar promotion, and a case study on an appellate attorney who cut his formatting time by two-thirds.
SCOTUSblog
LinkedIn
Start with a conversation.
One call and we'll tell you if this is a fit. If it isn't, we'll say so and point you somewhere better.