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New website and branding for eDiscovery platform

Casepoint is a full-strength eDiscovery platform servicing leading law firms, major corporations and government legal departments across the globe.

Casepoint supports customers through a wide range of legal matters of varying complexity and size. Distinguished by the cutting-edge features such as pre-installed Artificial Intelligence, Casepoint’s software suite allows clients to cost-effectively and defensibly perform document review, data collection and analysis as well as data processing and production.

With the ground-breaking release of its newest version, Casepoint knew that rebranding under the platform's name was the first step in matching the company’s identity to the innovation their solution brings to the legal industry.

The brief

Casepoint, formerly @Legal Discovery LLC, chose Jellyfish to transform their brand identity, as well as design and build the assets to support it. A company comprised of tech-savvy legal professionals, they took on the name of their leading eDiscovery platform to reflect the innovation and tremendous growth in the product’s market adoption, positioning them as a leader in the industry. 

The objectives

Kicking off the highly collaborative project, we set forth the following project objectives:

  • Establish a strong brand identity to communicate Casepoint’s value and character both online and off
  • Develop a brand-new, responsive website to raise brand awareness and generate sales leads
  • Create website copy and multiple supporting content types to reflect product and brand values
  • Update marketing collateral 
  • Implement email strategy
     

Launching a new brand identity and voice

Already considered a major player in the online platforms for eDiscovery, Casepoint still needed support to help identify and articulate their brand externally. Together, the teams developed Casepoint’s new brand and tone of voice guidelines, describing what makes Casepoint the distinctive brand it is. This creates a clearer, sharper picture of the Casepoint brand and defines how it sounds, serving as a reference point for messaging and communications for the company moving forward.

As a part of the rebrand, Jellyfish also created Casepoint’s visual style guide, which became the foundation of all online and corporate collateral. The rebrand affected all digital and offline touchpoints – the company logo, office collateral, email templates, social assets, and completely refreshed content.

Website and content refresh, bringing Casepoint’s voice to life

Based on primary and secondary research findings as well as competitor and keyword analysis, the team developed user journey, wireframes, and information architecture for the new website, as well as analytics tagging and event tracking. Jellyfish performed an analytics audit to understand how current product and website users behaved. With over 50% of Casepoint users using mobile devices to access the website, building a highly visual, easy to navigate, mobile-friendly site was a priority. 

A content refresh was another transformative part of the engagement. We performed a content audit, consolidation, and mapping exercise. Based on the new tone of voice and keyword research, we then developed updated website copy. Finally, we revived and created a number of supporting content types – such as blogs, whitepapers and case studies – to help Casepoint grow demand and further persuade their prospects.

Email audit and templates, automating processes to improve lead nurturing

Since Casepoint has a large email database consisting of platform users and prospects, rebranding wouldn’t be complete without overhauling their email strategy. Jellyfish performed a proprietary 200-point email audit and identified a number of pain points and opportunities for growth. 

By utilizing best practices of responsive design and creating engaging, relevant, concise content that drives to the website along with incorporating imagery and high-impact branding elements, we have created a suite of templates for Casepoint. These templates allowed the company to use multiple email formats across a variety of topical categories, including newsletters, product tutorials, and product update releases.

Jellyfish also developed robust recommendations for continuous email marketing improvements, including technical optimizations, testing strategies, contact strategy, and deliverability.

The solution, a new brand and website as powerful as its trusted software

As a result, Casepoint embarked on a fresh start– with a brand new identity. Ready for a major industry tradeshow – LegalTech, the team headed out to showcase the ground-breaking technology that the new release of their platform brings to the legal industry. 

If you encounter Casepoint today, we can guarantee you will take notice! Bold, bright, fresh, truly helpful and easy to talk to. You won’t mistake them for any other eDiscovery company. Casepoint now also has a fully responsive, SEO-optimized site, with proper redirects in place to capitalize on the legacy web property, housing relevant, crisp content reflecting the product value, and the Casepoint brand.
 

They say the proof is in the pudding. Since launching the new brand and identity, we have had remarkable market traction and positive feedback from our customers, prospects, and our own employees. We highly recommend Jellyfish to be your agency of choice!

Amit Dungarani Director, Corporate Initiatives
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