Old firms lean on trust
Columns, dark navy
Stealth-to-launchrebrand
Legal shipped like a product
Big Law sellshoursAI firms selldocumentsOneGC runs theentire function
Real attorneys
on every matter
A platform holding
the whole context of the company
One flat monthly fee,
no hourly billing
Gochangethe worldOneGC handlesthe rest
A cluttered visual landscape
The challenge
Crafting a brand that’s approachable, human, not flavored with AI — but still reads as a law firm, looks investable, and converts busy founders at a glance
OneGC —
a league of its own
AI firms lean on speed
Gradients, purple glow
Your legal, handled by your most
competent friend
competent friend
Imagine someone you know, trust, and actually like stepping in to help when things turn messy and complicated
That’s the idea behind the OneGC brand: a familiar face you’re glad to have in your corner, getting hard stuff done well — and having fun along the way
This metaphor informs every choice in the identity, from the slightly nonchalant papercut icon aesthetic and playful, bold colors, to the friendly yet grounded font and warm tone of voice
Three weeks to sprint a marathon
Senior craft meets AI-accelerated workflows for a timeline that looks like this
- Week 1
11 — 17 August
Brand platform- 11 AugKickoff: scope and product walkthrough
- 14 AugDiscovery calls with all three founders
- 17 AugBrand platform agreed
- Week 2
18 — 24 August
Identity- 19 AugFirst identity concepts
- 24 AugIdentity locked: logo, colour, type, objects
- Week 3
25 — 31 August
Site- 27 AugDirection approved, straight to code
- 31 AugLanding page, design system and brand guidelines live
Two for
the brand
One for
the site
What shipped
Brand
platform
Identity and logo system
Tokenised design system
Icon
library
Photography guide
Coded landing page
Brand guidelines site
Brand
film
Social
kit
Avatars + banner images
Designed in code
No Figma handoff. Tokens for colour, type, and spacing were shipped straight into the front end. Every section on the page is built from the same set — so the design system and the site are the same artefact
The comparison section does the heavy lifting for positioning: DIY tools, AI-forward firms, Big Law, OneGC. Four columns, one obvious answer
A brand you can wear
The papercut icons work as well on a hoodie as on a contract — merch the team actually wants to wear
Founders in focus
No generic stock photos, no sterile AI-generated boardrooms. Curated references empower the team to shoot their own authentic content that contrasts with the paper-cutout visual system
“Working with UNKNW on bringing our brand to life has been a game-changer. The creative team fully understood the assignment: our identity now strikes the exact balance we were looking for between being approachable and professional. The journey helped us better align internally on who we are and gave us a renewed confidence in what we stand for — exactly what we needed before our big launch out of stealth”
Major thanks to the OneGC team
for the trust and collaboration!
for the trust and collaboration!
We’ve handled your rebrand. Now go. Change the world