LegalXSale:
Brand Identity Case Study
A brand identity case study for an AI-driven legal platform that keeps lawyers updated on developments across their practice areas, surfacing critical events, trends, and predictions that inform client work and uncover business opportunities.
The problem
LegalXSale was born from a desire to tackle a common issue faced by law firms, the optimisation of sales efforts. Before any pixel was drawn it took hours of interviews with legal professionals, miles of travel to field-specific conferences, and a lot of brainstorming to get to the right product framing.
The brand had to do two jobs at once: read as a high-velocity, AI-native deal platform AND carry the credibility a legal-adjacent product needs. Stock-photo "law firm" visual cues were off the table, but so was anything that looked like a generic SaaS marketing site.
The approach
Discovery in the field
Interviews with practising lawyers and on-site time at industry conferences mapped the real work: what data lawyers track, where it comes from, and which signals actually shift a partner’s decision. The brand brief came out of that grounding, not a moodboard.
Wordmark and visual system
Built the identity around a tailored wordmark and a tightly-paired type system. Colour, motion and supporting marks all derive from the wordmark so the brand reads consistently across platform UI, sales decks and outbound collateral.
Applications
Ran the system through every surface the team needed on day one: marketing site, in-product visual cues, social, sales decks. Outputs are documented so the founders can hand them to any future agency or contractor without re-pitching the rationale.
Deliverables
- Logo + wordmark
- Visual identity system
- Type pairing
- Colour palette
- Brand applications
- Concept artwork
Built with Adobe Illustrator, Adobe Photoshop and Figma, a documented system the founders can hand to any future agency or contractor without re-pitching the rationale.
Brand system
In the frames
What the gallery above actually shows, frame by frame.
- The symbol: three geometric marks: an L, an X and an S, that also read as one glyph; the wordmark sets LegalXSale in a clean grotesk beside it.
- The concept page names the brief in five words, lightness, individuality, uniqueness, confidence, formality, and “simplicity first” as the rule every module is judged against.
- Colour: an electric-blue-to-magenta gradient family, each swatch documented with HEX, RGB and CMYK so screen and print agree.
- A wave-line wireframe motif carries motion into the system: it frames the animated logo and the video intro, and stands in for imagery where stock photography would have cheapened the brand.
- Type: Sweet Sans Pro across headings and body, geometric enough to match the mark, legible at the small sizes a data product lives in.
- Applications: the product-team page, a video-player frame, and the logo in its single-colour, two-colour and gradient variants on light, dark and gradient grounds.
Full project: LegalXSale Branding on Behance ↗
Where this sits in our work today
A mark, type, colour, motion and the applications a product team needs on day one is exactly what the studio’s Visual Identity engagement covers now, for SaaS founders whose product has outgrown its launch brand. The method on this page is the method; the difference is that today it runs founder-led, with Mariia leading it from brief to handoff.
Brand identity for SaaS published range $2.5k-$9k typically 2-3 weeks focused, 5 weeks standard, 6-8 weeks with applications and rollout all prices
Who an engagement like this fits
- Your product is technical and the brand has to do two jobs at once, read as fast and modern, and carry the credibility a regulated or professional audience expects.
- The system has to work past the marketing site: product UI, sales decks, outbound, conference material. That is where a logo-only engagement runs out.
- You want the rationale documented, so the next contractor or agency can extend the system without re-litigating it.
If none of these describe you, say so on the free 15-minute audit and we will tell you what would fit, including when the answer is not us.
Frequently asked
Who did the work on LegalXSale?
Mariia led the design at CXDojo, co-authored with Olena Khozhylina, in Q2, Q3 2023, before Funky Rabbit existed as a studio. It is on this site because the method is the one the studio runs today, and the attribution stays on the page for the same reason.
What did the identity have to solve?
Two jobs at once: read as an AI-native, high-velocity deal platform and carry the credibility a legal-adjacent product needs, without stock law-firm cues and without looking like a generic SaaS marketing site.
What would a similar brand system cost today?
A mark, type, colour, motion and applications for a software product falls under Visual Identity on our pricing page: $2.5k-$9k. The exact number is fixed on a 30-minute scope call and moves only if the scope does.
Can I see the full project?
Yes: the complete case, with every module, is on Behance under LegalXSale Branding. The shots on this page are pulled from it.
Related
Adjacent reading, work, and routes to explore next.
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