LegalOn's AI Brand Platform
Global Brand & Product Platform
One brand, seven products
LegalOn built Japan's leading legal AI, then expanded into a broader suite of AI-powered business products. The new platform had to hold two opposing demands at once: one coherent global identity across seven products — LegalOn, SalesOn, CorporateOn, WorkOn, CXOn, DealOn, GovernOn — and enough room for each to stand on its own. The resolution was the "ON" concept: always on, always intelligent, always working — a shared lockup carried by every product, each with its own palette and identity. Partnered with the Chief Design Officer and teams in Tokyo and the U.S. to build the corporate brand and product platform, spanning brand guidelines, website, product screens, pitch decks, motion, 3D, photo art direction, and bilingual Japanese/English typography.
OUR ROLE
Cross-Cultural Design Leadership, Brand + Product Architecture, AI Product Direction, Creative Systems
7
PRODUCTS IN ONE BRAND SYSTEM
2
MARKETS, ONE DESIGN DIRECTION
The challenge: one brand across seven products
Evolving from a successful legal AI product company into a broader global AI platform across different markets.
The solution: one shared lockup, seven identities
A scalable brand and product architecture built on the ON concept — shared lockup, distinct product identities.
“Lance seamlessly connected LegalOn’s U.S.-born brand with the cultural context of Japan. The brand architecture and framework he created gave us a clear way to express our core idea of ‘ON’ while keeping the brand cohesive as our product portfolio expanded.”
Rin Yano
Chief Design Officer, LegalOn
