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In 2016, SeedLegals launched the world's first platform on which founders and investors could easily create, negotiate and sign all of the legal agreements needed to do a funding round — In less than three years, they became the largest closer of funding rounds in the UK. Today, their platform helps over 10,000 businesses startup, build their teams, manage equity, and much more.
Our project began with a question: How should SeedLegals distil its extensive feature list (including 100+ legal documents) into one straightforward narrative? We worked closely with SeedLegals' Founder, Anthony Rose and Head of Growth, Noelle Banquiche to form a view of the customer and validate our answer: Focusing on our customers' three primary objectives: Starting, Raising and Growing. This new framework inspired the entire user journey of their new site.
With the strategy set, we shifted our focus to their brand. SeedLegals had outgrown its previous identity — It featured strong fundamentals but lacked the depth that their team needed to produce compelling new marketing assets. In collaboration with their in-house branding team, we designed a new visual language that felt like a natural extension of their existing brand. The evolved SeedLegals brand draws on elements of the Memphis design style and features a unique series of patterns, with flexible brand guidelines.
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