01.
Going enterprise
Through our deep, digital product work we became more and more aware of the need to uplift the brand identity. Deeligence was now approaching enterprise-level capability and it needed to look the part. Inspired by a concept we termed “Legal 3.0”, we envisioned a blend of cutting-edge technology and legal expertise, akin to how Nike tech presents its athletic gear. The tone was serious and polished, yet with a glimmer of smarts that only our tech could bring.
The new logo features a sophisticated serif typeface paired with a geometric emblem, symbolising the seamless connection between the legal and tech worlds.
02.
Bold digital presence
The brand was crafted from a singularly digital perspective, resulting in a cohesive system that seamlessly integrates across various media platforms. By utilising the shapes from the logomark, we developed secondary elements, including a unique set of pictograms achieved by rotating the elements in varying sections by 90 degrees, along with a holding device inspired by the logomark itself.
Additionally, we designed and launched a new website for Deeligence that reflects this renewed expression. Our brand rollout included varied media assets such as sales decks and other marketing materials, which effectively express the brand's vision.
03.
Achieving their AI goals
Throughout the brand identity project and afterwards, we continued collaboration with their product and engineering team. Beginning with a comprehensive design audit, we identified key areas to enhance the user experience. Balancing limited resources to improve existing features while delivering new core AI functionality, we spent over a year strategically addressing both priorities.
04.
Finding their North Star Metric
Together, through a structured workshop, we helped the founders identify their North Star Metric. The North Star Metric serves a framework for managing products by identifying a single, crucial metric (your North Star) that best captures the core value that your product delivers to its customers. With a well-defined North Star Metric in hand, UntilNow and Deeligence are excited to keep working together, prioritising and measuring initiatives that deliver value to lawyers.
