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 so 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.
The approach in the visual identity was meant to generate a modular and flexible identity that LegalCode can use for years to come. So the idea was to reduce the whole brand to a very minimal, abstract element, which can then be used in different ways. That's when the thought of developing an own visual coding system started to make sense. Having this coding system turned to be a gift that keeps giving, as it's been used in the form language, key visuals, patterns, illustrations, and with a scanning app it has the potential to be used as codes that carry content in it; Just like barcodes of QR's.
