Legal AI platform Robin has unveiled a new identity by London studio Otherway. The rebrand positions law not as a blocker but a business enabler, with a visual world rooted in optimism, tactility, and humanity.
The legal sector is not known for colourful, optimistic branding, more often leaning into corporate tones and tech clichés. However, you’ll find quite the opposite when you look at Otherways’s recent work for Robin, an AI-powered legal platform.
When tasked with refreshing its identity, Otherway was challenged to break from expectation and flip the script on what legal tech can look and feel like. This was all distilled into a simple provocation that drove the creative strategy: “New Legal”.
“This came from the truth that Robin allows its users to fully control and understand the legal parts of their businesses, removing friction, accelerating decisions, and helping their companies grow with confidence,” says Rosie Pearmain, head of design at Otherway.
“We translated this into a visual world where legal can flourish: flying through abundant landscapes, full of optimism and possibility. This flips the usual narrative of legal as a barrier, showing instead how it can unlock growth. We wanted to position Robin with optimism.”
One of the most striking aspects of the new brand is its painterly illustration style. Instead of cold corporate motifs, the visual language is built around lush forests, natural textures, and organic forms. Otherway partnered with illustrator Ariel Lee to bring this world to life.
According to Rosie, Otherway wanted the design to feel tactile and human, which is why they chose Ariel for the illustrative work. She describes how her style gave the “emotive touch” they were looking for, also complementing the bright RGB colours and modernity.
“Robin is a tool made by people, for people, with AI enhancing the experience,” says Rosie. “There’s a sense that the illustrations were created digitally, which helped us subtly ground everything in tech and innovation.”
Even with that nod to digital creation, they still avoid sterile ‘machine’ aesthetics, leaning into warmth without losing credibility.
Otherway saw an opportunity to go beyond a cosmetic refresh and inject precision and scalability when evolving the existing robin icon.
Jordan Mann, design director at Otherway, says: “It was already bringing a touch of humanity to the brand in a category full of generic ‘process’ inspired marks, so it was imperative to hold onto its friendly character while dialling up the credibility and a sense of precision.
“We were also keen to ensure it was optimised for a more square app icon format.”
Alongside this, the wordmark was refined with a heavier, more condensed serif, giving authority while maintaining warmth. The team also shifted the colour palette away from predictable blues and purples, introducing a “red-breast” brand hue inspired by the bird itself.
“In a category so densely populated with cold corporate tones, we were keen to bring a touch of warmth and optimism,” Jordan says. “Leaning into the colour most strongly associated with a Robin provided a simple answer to this, positioning Robin as the antithesis of the faceless world of AI.
“We knew we wanted to cut through the category and leave the tropes of blue magic stars behind.”
The identity needed to work across a wide set of applications, from UI design to motion graphics, so Otherway developed a comprehensive system to ensure consistency without sacrificing flexibility.
Jordan explains: “The brand portrays clarity and calm, stripping away complexity to create a composed, reassuring experience.
“It embraces organic expression, using natural textures and a sense of flow and flight that metaphorically evokes growth and a sense of humanity. And it’s built on purpose-driven design, moving beyond generic tech palettes and injecting personality through thoughtful interactions and motion.”
These principles enabled the identity to extend across everything from painted illustrations to digital interfaces, while consistently maintaining clarity. Motion also plays a quiet but important role, with subtle animations used to create a sense of progression and ease.
“Our approach to motion was rooted in creating calm clarity,” Jordan says. “Every detail is designed to reaffirm a sense of progression and transformation.”
Behind the creative choices sits Robin’s mission to reframe the role of law in business. Instead of slowing companies down, it aims to empower them to make faster and more confident decisions. That ambition is reflected in a brand that balances tradition with innovation through a serif wordmark nodding to credibility, paired with digital ecosystems that convey possibility.
“In a category that often feels corporate and traditional, and with the added layer of AI, the risk was ending up somewhere clinical or machine-like,” Rosie says. “Instead, we struck a balance: a nod to tradition through serif type, a nod to tech through UI-driven graphics, but an overall emphasis on tactility and warmth.”
Otherway’s work with Robin has clearly positioned the company as a trustworthy partner by replacing the coldness that so often defines legal tech with humanity and warmth. It might even change our perceptions of law itself.
