Salt & water for Flank: intuitive brand identity for intuitive AI
The Zurich-based agency Salz & Water is positioning the Berlin-based legal AI company Flank with the tagline «Legal intelligence beyond artificial» and translating the intuitive user experience into an unconventional brand identity.
Legal tech is constantly bringing new tools onto the market, but this often means additional complexity. Flank opted for a radical alternative and positioned itself not as just another piece of software, but as "living intelligence" that invisibly interweaves with emails, documents and chats.
In interviews and brand sprints, Salz & Water identified this intuitive experience as a differentiating factor under the guiding principle "Legal intelligence beyond artificial". Flank is positioned as a symbiotic, co-learning presence that expands human thinking and establishes a new category beyond classic legal tech. This guiding principle serves as the North Star for the product roadmap, communication and design.
"Our strategy aimed to position Flanks Legal AI not as a pure function, but as a symbiotic intelligence - seamlessly embedded, self-learning and so intuitive that it feels like a natural part of legal thinking," explains Fréderic Praplan, Brand Strategy Director and Managing Partner at Salz & Water.
Brand identity between bytes and botany
Together with Geneva-based studio Andhüman, Salz & Water transformed the strategy into an organic appearance. The centrepiece is a dynamic asterisk that blossoms like a digital fern and symbolizes the symbiotic interplay between man and machine. Dark basic tones meet bright accents and create a visual world that clearly stands out from conventional tech aesthetics.
Responsible at Flank: Lilian Breidenbach (Co-Founder & Managing Director), Jake Jones (Co-Founder & Managing Director). Responsible at Salz & Water Agency: Matthias Kadlubsky (Creative Direction), Fréderic Praplan (Brand Strategy), Christian Schickler (Digital Strategy), Yoshiya Abiko (Design). Responsible at Andhüman: Ala Ho (Design Strategy), Ania Martowska (Art Direction).
