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Marqby is a LegalTech company operating across 46+ jurisdictions, tasked with protecting intellectual property in environments where clarity, credibility, and discretion are non-negotiable. I led the end-to-end redesign of Marqby’s brand identity, reframing it around a single archetypal position — The Veiled Guardian. This framing became the backbone for every decision across visual identity, tone of voice, and product communication: a brand that protects creation with quiet integrity, offering structure without intimidation and authority without arrogance.
At its core, the Marqby identity is about quiet protection. Every element — from spacing, shadows, and rounded forms to language and hierarchy — reinforces a sense of safeguarding something delicate yet valuable. The system was intentionally under-specified where appropriate, allowing the brand to scale across markets and mediums without losing its center. The final outcome is a brand that can sit confidently alongside legacy legal institutions while signaling a more progressive, humane future for legal technology — one that witnesses, protects, and preserves creation without spectacle.
Rather than producing a rigid rulebook, I designed Marqby’s identity as a flexible but coherent system. The visual language balances editorial gravitas with modern softness: restrained typography (Canela, Söhne, DM Sans, with Romana as an accent), a neutral-led palette punctuated by gentle, human color accents, and a logo system designed to adapt across legal, technical, and product contexts. The result is an identity that feels composed, precise, and trustworthy — closer to a calm institution than a loud startup — while remaining approachable enough for founders, creatives, and innovators navigating IP for the first time.