Client
LinkSquares
Project
Brand Guidelines
Role
Creative Director
Challenge
When I joined LinkSquares, one of my first big challenges was helping define our brand from the ground up. We had to figure out what made us us—what made us feel “LinkSquares-y.” At the time, the company was still small, and step one was attracting great talent to come work with us.
Solution
We looked at what other companies in legal tech were doing and decided to take a different route. While everyone else felt pretty buttoned-up, we leaned into fun. We built a list of brand descriptors and started crafting our visual identity to match the energy of our video content. We really found our voice through video first—once that clicked, the rest followed: color palette, gradients, typography.
Challenge
As the company grew, our goals evolved. About four years in, it became clear we needed to level up to appeal to larger enterprise customers. I led the team through a full refresh—digging into updated buyer personas and refining everything from our color choices (think more “sophisticated tech” than “playful startup”) to our tone.
Solution
The most exciting part? Redesigning our logo. We developed a custom wordmark that was clean, modern, scalable, and professional—something that felt mature but still true to who we were. It was a big leap forward, and by the end of it, LinkSquares was ready for the big leagues.
