When Paxton came to Creature, they had a powerful Legal AI tool, but their brand and website fell short of representing its full potential.
We partnered with Paxton to uncover what truly resonated with users. Through user research, an updated brand strategy, brand identity, and website, we helped Paxton position itself as the essential AI tool for lawyers.
In a sea of legal AI and productivity tools, Paxton stands out as the essential AI associate. Unlike other tools that either lack a legal focus or provide only fragmented solutions, Paxton integrates all your legal needs into a single platform. This eliminates the frustration of juggling multiple tools and subscriptions, allowing you to streamline your workflow and work more efficiently.
But that’s not all. Paxton becomes an invaluable team member. It’s a tireless partner that never needs a break, capable of handling even the heaviest workloads with ease. Imagine having the combined power of ten top-tier legal associates, all wrapped into one.
Trusted by firms of all sizes, Paxton was designed to level the playing field—helping small businesses compete with industry giants by providing additional support to supercharge their businesses.
We needed customers to see Paxton not just as a tool, but as a true partner, amplifying their success.
Paxton’s brand was designed to convey the convergence of legal expertise and AI. Arrows emphasize Paxton’s ability to amplify businesses, infusing energy into every layout. These energetic textures create depth and visual interest, whether used as a backdrop, layered with imagery, or as a platform for type.
Grid elements are another key feature, helping to bring clarity to what’s most important and impactful. In a legal world filled with layers of complexity—like navigating statutes, regulations, and precedents—the grid represents Paxton’s ability to cut through the noise with precision.
The Paxton logo, with its seamless “X,” connects the letters, symbolizing the crossroads of law and AI.
Jennifer Paau - Strategy & Operations Executive and Advisor
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