The Client

Brief is a revolutionary lawtech platform that is transforming the way financial disputes are resolved. Their innovative online settlement and adjudication platform delivers legally binding solutions within 45 days of your claim, for a fraction of the cost.

The promise with Brief is that there’s no need for lawyers or collection agencies, making the process faster, simpler, and more affordable. By leveraging cutting-edge law technology, Brief is revolutionizing financial resolution, making it more accessible and efficient for everyone.

Learn how a rebranding for this tech brand helped conveyed its narrative clearer to a wider audience.


Brand Strategy & Identity Workshops, Branding & Design

The Challenge: Rebranding a tech platform whose name no longer resonates

When the online dispute resolution platform launched two years ago, it was called Ejudicate. The founders told us that at the time, it sounded cool, innovative and fresh. However, experience taught the company otherwise. Users found it tricky to pronounce and remember, and it evoked negative feelings about the legal sector’s complexities, time-wasting, and cost.

The Insight: Customers speak, your branding is only as good as your customers’ POV

Throughout our journey of facilitating workshops with the founding team of Brief, we proved yet again that in marketing and selling a tech product, listening to customers’ voices is an indisputable tool.

The right branding is essential for any tech product as it is the first impression that a customer has of your product. A well-designed and thought-out brand can help your tech product stand out in a crowded market and attract the right audience. 

It is important that the branding resonates with customers, as it helps to build trust and credibility. A brand that is memorable, distinctive, and consistent across all touchpoints can help to create a strong emotional connection with customers, increasing the likelihood of repeat business and positive word-of-mouth. Additionally, a strong brand can also convey the product’s value proposition and unique selling points, making it easier for customers to understand what the product is all about and why they should choose it over competitors. 

What tech branding means for your product

When we speak of tech branding and as we have learned from GK Labs’ previous work with another fintech startup called Advance, we’re referring to more than just a visual representation of the startup through a logo or color scheme.

Tech branding encompasses the entire image and perception that customers and potential customers have of your business. One crucial aspect of branding is establishing a clear vision and mission for the company. 

What story gets told, what message will resonate and drive product adoption – these elements serve as the foundation for all branding efforts and messaging.

As a result, Ejudicate evolved into Brief to better reflect the company’s mantra, which is precisely the opposite of what one would expect from the legal field. The service offering is fast, with claims typically resolved in 45 days or less, and at a fraction of what it would cost in civil courts.

The Brief process is simple, allowing users to file a claim online in six easy steps. The company prides itself on getting things done and resolving issues in record time. As their services evolved, the company realized they were going to many new places in an ever-advancing technological world.

Overall, the right branding is crucial for the success of a tech product, and it is important to invest time and resources in developing a brand that truly resonates with customers.

You need a partner.

Brief’s story can be yours, too. If you’re a founder with an idea or a product ready to launch or scale, we can start your journey to build a solid customer acquisition strategy for your product today.