Create a cost-effective launch campaign to build awareness of Cubed, a legal matter management tool by Law Squared. The goal: highlight its benefits, connect with busy in-house legal teams, and drive demo inquiries.
Law Squared launched Cubed, a legal matter management platform designed to simplify workflows and cut admin for small to mid-sized in-house legal teams.
But most of their target audience — time-poor, under-resourced lawyers — weren’t yet using dedicated software. Many were reluctant to try new tech or didn’t realise how much more efficient their workday could be.
The challenge was clear: create a launch campaign that spoke their language, showed empathy for their daily pressures, and introduced Cubed as the practical, approachable solution. All within a modest production budget.
Tonic delivered a bold, personable and scalable launch campaign that made Cubed by Law Squared feel like a breath of fresh air in an often rigid legal tech space.
Rather than overwhelming the audience with features, we helped lawyers feel seen, understood, and relieved to know there’s a smarter, simpler way to manage their matters.
We leaned into human insight and humour to connect with lawyers on their own terms through relatable everyday pain points. Our creative direction used bold yellow backgrounds with portraits of legal professionals overlaid with engaging line illustrations: a lawyer as a detective, a pilot, or a magician to create a distinctive brand and message that would stand out and build awareness with potential customers in Australia.
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