Imagine being the market leader, but no one notices. That’s the challenge lawpilots faced. The Berlin-based scale-up had been leading the Legal EdTech field for four years, but externally, it struggled to differentiate itself from competitors. Lawpilots needed a brand identity overhaul to:

• Outgrow the start-up phase
• Shift the conversation from price to quality
• Overtake competitors who may seem more appealing but offer lower quality

The new identity is high-quality and fresh, deliberately reminiscent of an airline – from the unmistakable airline grid to the lawpilots crew led by Lucy Law. The verbal identity took on the impossible: to talk about legal training in a light and fun way, embodying the enthusiasm of the e-learnings that lawpilots offers.

As a result, the Berlin-based scale-up now appears as the dominant player it has been for years. After the rebranding, leads at trade fairs quadrupled. Employee identification with the company rose by 25%, according to an employer survey, fostering a stronger, more cohesive internal culture. They also attracted the attention of investors: lawpilots received an investment in the double-digit millions. And with a renewed sense of self, it’s ready to soar to new heights internationally.