Every business is being disrupted by AI right now - but few have the courage to rebuild their brand around it. This is exactly what Filevine asked us to help them do. For over a decade, they’d invested in building one of legal tech's most trusted case management platforms. Then AI disrupted everything. The response was decisive. A ground-up rebuild of the product, the engineering organization and the entire technical stack around a single AI-native operating system: LOIS (Legal Operating Intelligence System).

Rebuilding the product was only half the story. We knew that despite a decade’s worth of equity in Filevine, this kind of radical innovation needed to take the brand along for the ride. Working closely with senior leadership, we refocused the business around LOIS, transforming Filevine from a legal SaaS with AI attached into a single agentic operating system. Bold, yes. But necessary to position the business at the center of an aggressively competitive legal AI conversation. The brand idea ‘All Rise’ drew from the founders’ belief that all people deserve access to justice, not just those who can afford a lawyer. This also inspired the positioning: ‘LOIS - The Legal Operating Intelligence System, delivering advantage in every matter’. The visual identity of sweeping gradients inspired by the other-worldly light and landscapes of Utah, where LOIS is headquartered, is complemented by reportage style photography that placed people at the center of every story - highlighting another closely held belief we heard consistently - that AI should enhance, never replace, legal professionals.

6,000+ firms. 40 million legal matters. The new brand launched alongside LOIS Console. Adoption of the new platform was immediately, and impactful for users. The rollout continues, with the full transition to LOIS coming later this year.