Legal AI: making one product impossible to ignore
A suite of products lost in the noise and one needed to finally be seen. Visual strategy and website design in HubSpot for a Legal AI tech company betting on their flagship.
01
No product market fit
Multiple products across the suite were competing for attention internally and externally, with none achieving clear traction in the market.
02
Invisible flagship
The strongest product in the portfolio lacked the brand presence and narrative needed to stand out in a competitive Legal AI space.
03
Scattered positioning
Without a deliberate bet on one product, messaging was diluted across the suite, making it impossible for the right audience to find the right solution.
The brief was clear: celebrate an abstract technology without alienating an existing brand. Working closely with the team, I developed a visual strategy and designed the website in HubSpot to give the flagship product a design system that felt polished, innovative, and grounded. The goal was to make cutting-edge legal tech feel credible and desirable without being jarring.
Legal AI Tech Company
A fast-growing Legal AI company offering a suite of automation and intelligence tools for law firms and legal departments. With strong engineering but fragmented visibility, they needed a design that could spotlight their flagship product and signal innovative technology to the right buyers.
Brand and visibility campaign
01
Visual Strategy
A design direction that celebrated abstract AI technology through a high-polish visual language, staying close to the existing brand while signalling innovation.
02
Website Design
End-to-end website design crafted to give the flagship product visibility, clarity, and a distinctive presence that stood apart in a crowded market.
03
HubSpot Build
Full implementation in HubSpot, translating the design system into a live, maintainable website the team could own and scale independently.