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Digital Legal Exchange – Defining Legal X
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Digital Legal Exchange (DLEX) had ambitious plans to rebrand and reposition themselves as pioneers in the digital transformation of the legal sector.

Led by visionaries Mark Cohen and Isabel Parker, the goal was to create a brand that truly resonated with their global community of leading thinkers and doers from academia, business, government, technology and law.

Brand strategy: developed a comprehensive brand strategy that aligned with DLEX’s purpose and positioned DLEX as a forward-thinking, professional community hub.

New visual identity: crafted a versatile visual identity for both digital and print platforms (including logo, colour palette, typography and design elements).

Marketing collateral: Designed key marketing materials such as brochures, business cards, presentation templates and developed digital assets including website design elements, social media graphics and email templates.

Three-dimensional white cross resting on a light gray surface.

The original big red ‘X’ in DLEX’s logo conveyed a negative connotation.

Our challenge was to transform it into a positive symbol that aligns with the brand’s mission and values. Drawing inspiration from the mathematical ‘x’ representing an unknown variable, we reimagined the ‘X’ to symbolize the process of solving complex problems through digital transformation.

This concept was not just a creative leap but a well-thought-out framework that perfectly underscores DLEX’s commitment to innovation and leadership in the legal sector.

“Working with the Within team was a genuine delight. They were quick to grasp the Digital Legal Exchange’s mission and helped us explore and articulate our unique purpose, with input from our members. The team then translated those inputs into a compelling brand, using imagery, colour and design to communicate the Exchange’s core value proposition of aligning legal more closely with the business.

The refreshed brand is professional and classic – but also forward looking, a true reflection of the Digital Legal Exchange community. We are delighted with the results, which we could not have achieved without this talented team.”

Isabel Parker, DLEX Executive Director

3D white typography spelling the word 'digital' on a light surface, suggesting digital technology conceptzy
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
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Comparison of old and new Digital Legal Exchange logos: left gray stacked text with a circled area, right bold black version with a circled area.
Treemap diagram with a large right rectangle labeled '2' and a left column of stacked blocks labeled with fractions (1/2, 1/4, 1/8, 1/16, 1/32).
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
Abstract blue 3D geometric fragments scattered on a white background with soft shadows.
Abstract composition of white 3D cubes arranged in a row on a pale white background with soft shadows.
Abstract 3D blocks with purple light streaks arranged on a light gray surface in a studio setup.
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
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Comparison of two abstract light-trail photos: original on the left, treated version on the right with a framing overlay.
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Abstract 3D black blocks with iridescent rainbow reflections on a light gray background, left panel showcasing a colorful light streak.
Abstract 3D rendering of angled black panels with neon pink, blue, and purple light trails on a gray background to suggest motion.
Treemap diagram with a large right rectangle labeled '2' and a left column of stacked blocks labeled with fractions (1/2, 1/4, 1/8, 1/16, 1/32).
Abstract 3D black blocks with iridescent rainbow reflections on a light gray background, left panel showcasing a colorful light streak.
Abstract composition of black beveled 3D blocks on a white background with soft shadows.
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
Abstract 3D white geometric shapes arranged diagonally on a soft white background.
Abstract white 3D blocks aligned along a curved pathway against a pale gray gradient background.
Mockup showing a new logo with diagonal crossed ribbons, angle guides at 33°, and a 'Logo new' label on a pale background.
Decorative spacer: blank gray background with no content (ignore for screen readers)
Abstract 3D white geometric shapes arranged diagonally on a soft white background.
Abstract 3D blocks with purple light streaks arranged on a light gray surface in a studio setup.
Abstract black geometric blocks with red and blue light trails spreading across glossy surfaces, set on a pale gray background.