Blue Pencil

A self-initiated brand for a contract review startup that doesn't exist.

YEAR

2026

DURATION

1 day

SCOPE

Brand identity, landing page, product UI

INDUSTRY

Legal tech

THE BRIEF

A seed-stage contract review startup for legal teams of one: the only lawyer at a growing company, the one every contract lands on.

THE GOAL

The big legal names already left the purple AI look, but they speak to "lawyers" in general. Speak to one person, keep the steady look of the legal world, and break it with the editor's blue pencil.

THE HARD PART

Every answer I tried was already taken by someone: playbooks, control, "you're not alone". Only the combination held: one buyer, every check visible.

WHAT I BUILT

A wordmark and small mark, a landing page hero, a product dashboard, and business cards.

Blue Pencil landing page hero: 'The deal is waiting on legal.' with 'is waiting' struck through in blue pencil and 'doesn't wait' written above, next to a contract with clause edits

Blue Pencil product dashboard: a queue of six contracts, two flagged as needing review

Blue Pencil landing page on a phone: 'The deal is waiting on legal.' with 'doesn't wait' written in blue, above a review queue where two contracts need you.

Blue Pencil queue detail: three contracts by time received, two marked 'needs you' with the clause and your standard, one fixed.

Blue Pencil BP monogram with a hand-drawn blue caret between the letters, on a near-black ground

WHAT WAS DELIVERED

Wordmark and small mark

Landing page hero

Product dashboard

Business cards

NEXT PROJECT

Lamplight

Brand identity, landing page, email

CONTACT

Show me what you’re building.

Tell me about the business

Or email me directly

Adam T.

SITE

CONTACT