A subscription-pricing law firm finally reads like a subscription product, not like a traditional legal site.
GenCo Legal sells outside-counsel services to healthcare and technology companies — but on a subscription model with predictable pricing, the opposite of the billable-hour industry default. The old site read like a traditional legal site, which made the subscription pricing read as suspicious rather than as innovative. The buyer (a healthtech GC who already understands SaaS pricing) couldn't tell that GenCo was speaking their language.
02
/ 04
A SaaS-shaped legal site
In Figma we designed the homepage around "Your Legal Department, On Subscription" — a tagline that explains the entire offering in one line. Trademarked products (The Budgeted Hour®, AI Risk Stress Test™) got dedicated landing pages with the framework illustrated as a visual asset rather than buried in service-page prose. The visual system reads more like a B2B SaaS site than like a law firm — which is exactly what GenCo wanted.
03
/ 04
Continuity with the parent firm
GenCo is the healthcare-and-tech specialist arm of the 600-attorney QPWB Law network. The brand system we built shares primitives (typography rhythms, button language, photography treatment) with the QPWB site so the parent-firm relationship reads as continuity rather than as visual confusion. Buyers see two related brands speaking the same design language.
Two trademarked products each with dedicated landing pages. Ten-plus named customer industries surfaced as flagship logos. The 600-attorney QPWB parent-firm network legible without overpowering GenCo's subscription identity. The site finally reads as the SaaS-shaped law firm GenCo actually is.
