Conceived at a time when a lot of business owners were confused by constantly changing laws during the coronavirus pandemic, Allex is an on-line service that helps in getting just relevant legal updates about the user's industry in an easy and understandable format.

The challenge was to create a visual language that would make the service look friendly and easy to use. That meant breaking the rules of the legal world, where serif fonts, sharp edges and toned down colours are dominant. As a result, the brand's identity has more in common with tech companies than law firms or judicial institutions.

Agency: Demo Effective Launching
Brand strategy: Jacek Sadowski, Marcin Maciejewicz
Copywriting: Bartosz Biernacki, Jacek Sadowski
Creative direction & design: Jerzy Zaręba
Animation work: Jerzy Zaręba

Although neither me nor Demo was responsible for designing the UI of the service, it's always useful to present a mockup of a landing page to show the client how the brand elements may work on a website.


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Brand identity for an innovative legal-tech service aimed at Polish business owners.