Case study · 2023

LegalXSale — Brand Identity

Client: LegalXSale
Role: Visual Identity · Logo · Brand System
Duration: Q2-Q3 2023

Design led at CXDojo · Co-author Olena Khozhylina

Brand identity 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.

6 Deliverables
5 Brand surfaces
Q2–Q3 2023 Engagement
Legal-tech AI Sector

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

01
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.
02
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.
03
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.