vLex

For more than two decades, vLex has been powering the legal sector with one of the world’s largest libraries of legal content. From global case law to legislation and secondary sources, the scale and precision of its data made it a trusted resource for lawyers worldwide.

But with the launch of Vincent; vLex’s proprietary AI assistant, the company stepped into a different arena. Vincent isn’t just a tool for search, it’s one of the first AI engines designed specifically for the practice of law. It can read, understand and apply context across jurisdictions in a way that feels truly transformative.

The challenge was that the brand hadn’t kept up. Prospects didn’t understand whether Vincent was vLex, or vice versa. The corporate brand felt like infrastructure while the AI brand was starting to eclipse it. Competitors were investing heavily in marketing. New entrants were stealing the headlines. The strength of the product wasn’t matched by the story.

Our starting point was to understand the relationship between vLex and Vincent. Global workshops with teams in Europe, the US and Latin America revealed an organisation in transition. vLex was the platform, the engineering, the data spine. Vincent was the application layer: intuitive, human-facing and designed to change how lawyers worked.

We quickly saw that folding Vincent back into the vLex parent would weaken both. Instead, the answer was to give them clear, complementary roles. vLex would be positioned as the global engine behind legal AI. Vincent would become the hero product: precision-engineered for lawyers, and powered by vLex’s unrivalled data.

This reframing gave the company clarity, gave the market confidence, and gave internal teams a framework to talk about the two brands without confusion.

From there, we built a brand system capable of flexing across multiple audiences: law firms, corporate counsel, academics, investors and employees. The new visual identity balanced engineering with empathy. Sharp design cues expressed the precision and scale of the technology, while warmer tones and confident messaging humanised Vincent’s role as a trusted assistant.

Digital-first guidelines codified everything from tone of voice to UI treatments, ensuring coherence across hundreds of touchpoints. A new website brought the story together, showcasing vLex’s infrastructure and Vincent’s intuitive AI side by side. Sales and investor decks were redesigned to tell a sharper story, making it easier for business development teams to cut through. And the internal launch gave employees pride and clarity around the future.

The impact has been significant. vLex is now recognised as the global force engineering the future of legal AI. Vincent has the standalone identity and credibility it needs to scale in a crowded AI landscape. And clients, whether they are lawyers in practice or in-house teams, see a unified story: vLex powers the future. Vincent makes it practical and personal.

For a business competing on a global stage, the rebrand has been more than cosmetic. It’s given vLex the confidence to lead conversations in a volatile market, to attract new partners and investors, and to tell a story that does justice to the pioneering technology inside.