LegalOn’s AI Brand Platform

LegalOn, a leading Japanese legal AI company, was expanding beyond legal tech into a broader suite of AI-powered business products. I partnered with the Chief Design Officer and teams in Tokyo and the U.S. to create On Technologies — a new global corporate brand and product platform built to support LegalOn, SalesOn, CorporateOn, WorkOn, CXOn, DealOn, and GovernOn.

Problem

LegalOn needed to evolve from a successful legal AI product company into a broader global AI platform across different markets.

Solution

I created a scalable brand and product architecture built around the “ON” concept: always on, always intelligent, always working.

What I Brought

  • I bridged Japanese and U.S. teams through direct collaboration, Japanese-language communication, and shared design direction across brand, product, and marketing.

  • I extended LegalOn into On Technologies, creating a flexible system where each product shared the ON lockup while using its own color palette and product identity.

  • I helped shape product and dashboard concepts for AI-powered business workflows, balancing enterprise trust with a more modern, scalable product experience.

  • I led brand guidelines, website pages, product screens, pitch decks, templates, motion design, 3D design, photo art direction, Japanese and English font selection, brand management tool setup, and AI tools training.

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Brand Video

As a key part of the rebranded On Technologies website, I scripted, designed and edited a short brand video to tell the full story of the AI company. I created it for both English and Japanese versions for the their hero area of the home page.

“Lance seamlessly connected LegalOn’s U.S.-born brand with the cultural context of Japan. The brand architecture and framework he created gave us a clear way to express our core idea of “ON” while keeping the brand cohesive as our product portfolio expanded.”

Rin Yano, LegalOn’s Chief Design Officer

Outcomes

  • Launched a new global brand platform for On Technologies.

  • Extended LegalOn into a seven-product AI business suite.

  • Created a scalable identity system across corporate, product, web, pitch, and marketing materials.

  • Designed website and product concepts that made the company’s AI platform vision easier to understand.

  • Helped align Japanese and U.S. teams around one global design direction.

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