For over a decade Filevine built one of legal tech's most trusted case management platforms. So when a new wave of legal AI swiftly disrupted the legal tech status quo, Filevine’s founder took drastic action - overhauling the product, engineering organization, and entire technical stack to move to a true AI-native platform. The technology moved fast, but the brand hadn't caught up. Ahead of the biggest product moment in company history, Filevine needed to position itself at the forefront of the legal AI conversation.

The critical decision was to shift all brand equity to LOIS, moving Filevine from a legal SaaS with AI attached to a single agentic operating system that runs the firm. The phasing: first LOIS as hero, bolstered by Filevine's decade of trust, then Filevine becoming LOIS, a fully integrated AI platform for law. For the brand story, we drew on the founder's conviction that more people deserve access to justice, not just a lawyer, and that AI should advance lawyers, not replace them. This inspired the brand idea, All Rise, and the positioning of The Legal Operating Intelligence System (LOIS), delivering advantage in every matter. The identity builds on this, spotlighting the platform's ‘legal protagonists’ using sweeping gradients, landscapes and human photography, tuned to feel empowering, uplifting and bright. Clean, modern visuals explain the unique product experience, brought to life through a dynamic website that tells the LOIS story powerfully.

6,000+ firms. 40 million legal matters. The new brand launched across all of them alongside the LOIS Console product, and adoption of the new platform was immediate, and impactful. The rollout continues, with the full transition to LOIS coming later this year.