Case Study: Pixel Legal
The Client
Pixel Legal is a boutique law firm specialising in technology, startups, and scaling businesses. They offer both regulated legal services and strategic consultancy, bridging the gap between compliance and commercial growth.
The Challenge
When Pixel Legal came to me, they knew they needed more than just a website refresh. Their brand needed to reflect both sides of their expertise: the professionalism and authority of legal services, and the innovation and agility that tech businesses value.
The challenge was to balance credibility with approachability, and to communicate their value clearly across multiple audiences — from startups needing guidance to established tech organisations seeking overflow support.
The Solution
We started with a comprehensive brand strategy, diving deep into:
Archetypes & personality: balancing Sage authority with a supportive Guide tone
Brand voice: clear, concise, and no-nonsense, while remaining approachable
Pillars & proof points: positioning Pixel Legal as both strategic advisors and trusted legal partners
Messaging framework: ensuring consistency across their website, proposals, and marketing
Once the strategy was in place, I worked with Pixel Legal to develop a brand identity and website that reflected their positioning. This included:
A clean, modern logo and visual identity system
A professional colour palette that balanced trust with innovation
Website copywriting that spoke directly to their tech-savvy audience without legal jargon
SEO-focused meta titles and descriptions for every page
FAQs, blog structure, and footer copy that built authority and answered client questions up-front
The Outcome
The result is a brand and website that feels professional, confident, and future-focused — exactly what Pixel Legal’s clients are looking for. Their new online presence positions them as trusted partners in a fast-moving industry, and provides a strong foundation to grow their profile and reach new clients.
Key Deliverables:
Brand strategy & archetype definition
Brand identity guidelines
Logo design & visual assets
Full website copywriting
Website structure, SEO titles & descriptions
FAQ and support content
Final Thoughts
Pixel Legal’s project is a perfect example of why I lead with strategy before design. By uncovering the brand’s essence first, we created an identity and website that didn’t just look good, but actually worked to position them in the right space and attract the right clients.
