TypeLaw

Branding Legal AI

TypeLaw is an AI-powered legal brief formatting tool that has already assisted in writing over 10,000 briefs. To better communicate the product’s true potential and its ability to enhance the speed and accuracy of attorney’s brief formatting, TypeLaw approached DarkSquare about developing a new brand identity for the tech company.

DarkSquare worked closely with TypeLaw’s leadership to gain a deep understanding of their product and target audience. Through our 3-stage, brand-sync process, we helped them identify their brand archetype and develop the story elements and visuals that would more clearly convey the effectiveness of their tool, and tell the story of how it empowers legal professionals to master one of the most challenging aspects of their important work.

While branding success is typically measured over months and years, we did see some immediate results of the TypeLaw rebrand that were exciting and promising. TypeLaw started with a strong audience base and good reach that let us see some positive changes within 24 hours of launching the new brand. Improvements in conversion rates, increased customer inquiries, partnership inquiries, a boost in inbound website sessions, and an influx of new contacts customers were observed. While these results are certainly a result of various sales and marketing efforts, it’s encouraging to witness the significant positive impact on activity shortly after the launch of the new brand identity.