Legal Tech | Internal Portal

Agency: Futurice UK

Location: London, UK

Deliverables: Brand Strategy Workshop | Visual Identity | UX/UI Design | Design System

Ashurst LLP, a multinational law firm headquartered in London, sought to transform its digital space through Ashurst Advance Digital. The firm aimed to position itself as one of the world’s most progressive law firms by developing a single digital platform that would not only serve internal stakeholders but also create a new revenue stream.

As Ashurst re-evaluated its business model post-COVID, it became clear that their digital ecosystem required a strategic overhaul. The challenge was to establish a distinct identity for Ashurst Advance Digital (AAD) while maintaining cohesion with the corporate brand, ensuring that the platform remained both recognisable and functionally scalable.

Balancing brand differentiation and cohesion, ensuring AAD stands out while aligning with Ashurst LLP.

Defining AAD’s product position, clarifying its commercial relationship with the core brand.

Establishing a design system that enables consistency across digital touchpoints.

Developing a responsive web experience, ensuring accessibility across desktop, tablet, and mobile.

To future-proof AAD’s digital platform, a structured branding and UX/UI strategy was necessary.

To emerge as a law firm with progressive values, Ashurst Advance Digital adopted a new visual identity to differentiate itself from Ashurst LLP’s corporate branding. Three key steps were taken to understand the stakeholder’s product vision.

While colour palette and typography were predefined as part of the corporation’s wider sub-branding, we explored how to bring visual distinction and motion into the brand. The focus was on translating the core visual language into a digital-first context, using geometry, rhythm, and subtle interaction to give the experience its own character while staying on-brand.

The MVP scope included designing the core account experience—from authentication to dashboard. This included the full sign-in and account creation flows, as well as key product screens like the home page, user dashboard, and account settings. The goal was to ensure a smooth onboarding journey and a clean, accessible foundation for future feature expansion.