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.
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.
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
