Following the development of a renewed strategic positioning, M35 was called in to help re-imagine MyCase’s identity through this new lens.

US-based MyCase is the all-in-one solution that makes it easy for legal professionals to adopt and implement the latest practice management software. Based on the key strategic insight that lawyers “need a way to keep up without ever feeling behind” M35 developed a brand identity that communicated MyCase’s understanding of both the legal and technology sectors. By demonstrating this understanding, MyCase could better differentiate itself from its competition and position itself as an ally, there to empower and enable customers to keep up with the latest innovations.

Inspired by the scales of justice, the visual identity looks to strike an ever-shifting balance between the legal and technology worlds. Typography and colours that are native to each world are used in ever-shifting combinations to allow the brand identity to adapt its visual language to always feel relatable and relevant.

The scope of works entailed the delivery of a complete brand identity system that included core brand assets, tagline, tone of voice guidelines, website, iconography, and product illustration; providing a flexible system that informs all internal and external communications.

Within six months of the repositioning and rebranding, Mycase sold to AffiniPay for $193 million.

“MyCase was recently acquired by AffiniPay, the parent company of LawPay. AffiniPay fell in love with the MyCase brand and everything we stood for. That brand was recently repositioned and brought to life thanks to the wonderful creativity of the M35 team. M35 helped develop a new position, slogan, logo and look and feel for the brand that really made it stand out in the legal tech space!”

Jim McGinnis, President at Affinipay, parent of MyCase




Strategy: RDCL
Tone of Voice: Language Design
Website: Devotion










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