A fast-growing legal AI company refining its brand for scale
Sharper, stronger, more consistent
By early 2025, Alexi had become one of the fastest-growing companies in legaltech — 3,000% growth, 600 firms onboard, and $10M ARR on the horizon. But with rapid scale came new complexity. The brand that had carried them through their early success was now stretched across audiences, products, and touchpoints, and it needed to evolve. Momentum joined to help Alexi unify and elevate its identity — not by starting over, but by building on what was already working. The challenge was to create a system that felt enterprise-ready without losing the accessibility that solo practitioners valued, and to do it without falling into the usual “AI” clichés.
A brand built to keep pace
Momentum refined the Alexi brand from the ground up — modernising the logo system, expanding the colour palette, and introducing a complementary serif to bring more depth and authority. A comprehensive visual toolkit covered typography, imagery, iconography, and templates for everything from sales decks to paid ads and social content. Since the refresh, Alexi’s visual presence has scaled effortlessly with the company’s continued growth — helping the team show up with clarity, confidence, and consistency as they shape the future of AI in law.
Hear from
Alexi
"Momentum Studio was instrumental in bringing our rebrand to life. They worked seamlessly alongside our internal design team to collaboratively translate our vision into a brand that feels modern, confident, and distinctly us. From strategy through to execution, they were thoughtful, responsive, and truly understood where we wanted to go. Highly recommend them to any team looking to elevate their brand."
