Raise The Bar.

From corporate software
To the future of Legal A.I.

‍

CHALLENGE:

Litera empowers legal professionals with an AI ecosystem designed to support the full range of legal work from scoping a matter to drafting, and everything in between. As a market leader for many years in the space, they established significant historical credibility and name recognition. Their brand, however, did not match the quality of their product and did not give them a distinct personality in the minds of consumers. Suddenly outspent by their two biggest competitors, they needed to make a change. As the more tenured solution in the market, Litera needed to overcome being seen as old and outdated.
‍

STRATEGY:

While facing threats from their competitors, we discovered one thing Litera was unrivaled at — their ability to unify the business and practice of law. Their tools were designed to help lawyers do their jobs more quickly and efficiently. But more importantly, they offered an additional set of tools that allowed that efficiency and extra time to directly lead to the growth of a firms business. After all, efficiency is only beneficial if it can replace those billable hours. We leaned into this insight as we built an integrated, full-funnel campaign.
‍

CREATIVE SOLUTION:

We completely reimagined the brand identity for Litera by creating a flexible gradient color cloud, sophisticated typographic family, kinetic UI elements, visible grid system and modern photographic language. The new identity balances the credible legacy of the Litera brand with the cutting-edge promise of artificial intelligence.

In addition, we created a new brand campaign that spans digital, social, outdoor and video channels, refreshing and modernizing their brand voice — housed under the tagline “Raise the Bar.”

‍