Naming, Branding and Website for Efiling App

URL Integration is an award-winning IT solutions company specializing in the planning and implementation of complex, information exchange projects for courts, lawyers and the legal community. Their new product, an online efiling solution for lawyers in the state of Texas, needed a total brand invention. The app required a name, positioning, messaging and brand visuals to differentiate it from all the other competitors in the very crowded space. Additionally, URL Integration needed a marketing website and branded reskin of the online application itself to launch as a total cohesive offering.

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Naming and Messaging

Carbon8 used their proven discovery process to glean key insights to the new app’s differentiating features and potential selling points. We executed multiple exercises with the URL Integration team and interviewed end users to build the most successful direction forward. We learned that speed and ease of use were the most required characteristics. Ultimately, the app was named FilePilot, to humanize the process and suggest a guiding hand in efiling court documents. The new tagline, “Fast. Easy. Confirmed.” served as the foundation for all messaging and content on the new marketing website.

Logo

Once the name and messaging were finalized, Carbon8 set out to create a fresh, modern look that referenced technology, but was also visually accessible to the audience. We tried a wide variety of directions before landing on the paper plane / document mark. Fun and simple, with visual cues that suggested actual document icons, the new logo stands out from its competitors’ dated brands.

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Website and App

The final deliverables for FilePilot were design and front-end development of a new marketing website and the app itself. Our design team took inspiration from the new name and created a light, airy layout for each, accented with subtle airplane photography and minimalist illustration. Following UX best practices, we featured the app on the website, and added non-obtrusive animations to lead the user down the page. FilePilot successfully launched both in short order and has already enjoyed great response and conversions.

 

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