Brand strategy
Visual identity
Stationery

Legalcode

Legal Code is a legal-tech service provider based in Dubai, UAE. Their offering ranges from everyday, bureau-related, legal services, all the way to providing consultation to startups and small-to-medium enterprises.

The task was to build a branding strategy for LegalCode, that communicates it being one of not many legal-tech, A.I.-based consultancies in the Arab region. With this strategy, we wanted to appeal to start-ups and SMEs and appear younger and fresher than the competition.

With this target, we built the brand with a clear technological character in mind. This is why the typographic choice fell on Silka for its clarity and corporate feel, while Silka Mono brings a strong hint of digitalism.

The colours provide lots of different combinations, all vivid and rich in contrast. The purple colours give a touch of nobelty and class inspired by the long experience of legal work that the founders of LegalCode bring with them from the mother company Karawani Co., while the grey shades provide the brand with a technological sterilized look. To add some sharpness to the brand, we introduced two accent colours that can shift designs either towards a warm or an icy cold look.

To push the concept of a technology-driven law firm even further, we took the "Code" from LegalCode and actually developed a barcode-like coding system especially for the brand.

This coding system works with letters and turns them - based on a mathematical equasion - into stripes that vary in length based on the alphabetical order of a given letter.

We aimed to generate a modular and flexible identity that LegalCode can use for years to come. And having developed the coding system as part of our identity is a gift that keeps giving.

The coding system is used for both functional and decorative purposes. It serves as the centerpart of key visuals, patterns, illustrations, and more.