Avantia Law are a global law firm leveraging AI to automate contracts, compliance and LP transfers for Asset Managers, operating in New York & London.
Framing the future of Law
Avantia have big ambitions, to dominate the world of LegalTech, be a recognised leader in AI for law. For this to work, it needed the right positioning, the right tone and a collection of key messages that resonated both with their target audience and the experienced board that Avantia has painstakingly put together.
Lawyers are busy, (well, everyone is busy - but lawyers, especially..) so everything about their tone needed to be direct, precise, and cut through the jargon nonsense that litters the AI landscape without offering any value.
So, fix the positioning, create a brand that reflects their global nature and maturity despite being a startup, rewrite and redeploy their website so it’s marketing ready, AND to do it before a major funding announcement in just 16 weeks.
Challenge accepted.
Getting to the point:
Something the team always understood is how their world is seen, “it’s with legal.” was shorthand for “it’s going to take a long time.” in the minds of their clients. So much rigmarole, so much process, all of it necessary and time-consuming. But did it need to be?
What if the velocity of legal and compliance wasn’t hamstrung by teams that don’t have enough capacity to get everything from NDA’s, all the way to complex deals back, faster? That’s the gambit that Avantia had set itself, and that’s what it was delivering.
Avantia wanted and needed something direct - after a few iterations on their positioning, it was clear that while AI was an essential part of who they are, it wasn’t everything.
It was about understanding what their clients needed, and being a step ahead to respond to those needs with tools, agents and the diligence that legal teams now have. That’s the winning combination of smart lawyers and AI that is shaping the future of legal operations and compliance from here on out.
Our creative approach:
Avantia Law required a refined aesthetic to match their technological approach. The ability to work at speed is a key part of their messaging, however we wanted to reflect this in a controlled, measured way. More haste, less speed.
We devised an accelerator graphic which harnesses geometry and precise spacing to depict the steady increase of pace. This simple, yet sophisticated visual mechanic can then be woven into the brand identity and applied to compositions. The device can be fused with imagery and typography to provide a cohesive approach to the visual identity.
A clean, contemporary colour palette was applied to underline the serious credentials of the business, combined with bold accent colours to punctuate layouts and add emphasis.
The result:
Since launch, Avantia have doubled their headcount, a reflection of the success that this experienced team is out there delivering, with a credible brand, organised marketing team and communications behind them. They’re going from strength to strength here in London, and in the US.
What they said
We had a lot to do and not a lot of time to do it in, so a team that could understand where we were as a startup and get to the point quickly, was essential.
Working with Cohesion Labs helped us navigate both getting our positioning right, balancing directness with who we are as a company, and then setting the right tone of voice that fed the creative process.
The result speaks for itself, the positioning, the brand and the website have all landed exceptionally well, it's been part of the growth and the ambition we have as a company to change the future of law.
If you need an agency who can get to the heart of what and who you are, then you won't regret choosing Cohesion, a great team and a great partner.
Laurence Baker
VP Marketing, Avantia Law
