The fastest way to make a $10m company look like a $10k startup? Give it a generic website. That was Monarch.

Monarch is a San Francisco-based legal AI company building intelligence for modern legal teams.

When we looked at their old website, the biggest issue wasn't the design itself.

It was that it looked like another AI startup.

For a company working in law, that creates a trust problem.

I wanted the new site to feel less like software and more like an institution built for the future of law.

But before diving into the website, it was clear they didn't have a brand identity.

So I helped them understand why that mattered, built the foundation, and then translated it into the website.

So we built around authority, precision, and intelligence.

Add more sections to explain more what Monarch is about

Simplify the messaging; people should immediately understand what you do or are about...plainly. Instead of "The Standard for Sovereign Legal Reasoning", I went with "Intelligence built for better legal decisions"

Also worked on the content/copy across the page

Imagery was intensely studied cause I knew the right imagery would definitely elevate the brand; I had to get the style, the reason, the direction right before generating the images I needed.

The brand Identity played a huge role in the direction of Monarch's new visual language (that's exactly why we pushed for it before working on the redesign).

This is why founders trust me.