Helping legal teams get back to what matters.
At a glance
Tonic created the launch campaign for Cubed, Law Squared’s legal matter management platform for in-house legal teams, using humour, bold yellow and illustrated portraits to build awareness and drive demo enquiries on a modest budget.
- Client:
- Law Squared
- Project:
- Cubed launch campaign
- Industry:
- Legal technology
Brand Positioning & Campaign Strategy, Concept & Campaign Development, Branding, Copywriting, Art Direction & Design, Social Media & Content Creation, Video & Stills Production, Motion Graphics & Editing
The brief
Create a cost-effective launch campaign to build awareness of Cubed, highlight its benefits, connect with busy in-house legal teams and drive demo enquiries.
The challenge: lawyers who weren’t using legal tech yet
Cubed simplifies workflows and cuts admin for small to mid-sized in-house legal teams. But most of the audience, time-poor and under-resourced, weren’t using dedicated software, and many were wary of new tech. The campaign had to speak their language and show empathy for their daily pressures, on a modest production budget.
The strategy: make lawyers feel seen
Rather than lead with features, we leaned into human insight and humour built around the everyday pain points of in-house lawyers, so the audience felt understood, and relieved to find a smarter, simpler way to manage their matters.
The solution: a bold, scalable launch campaign
Tonic delivered a bold, personable campaign that made Cubed feel like a breath of fresh air in legal tech. Bold yellow backgrounds and portraits of legal professionals were overlaid with line illustrations, from a lawyer as a detective to a pilot or a magician, creating a distinctive look that scales across social, video and digital.
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