Case Study:
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Align is a legal technology startup with a bold mission: to replace outdated paper binders with a secure, intuitive, and litigation-specific digital binder. Unlike general document management platforms, Align was designed for one of the most demanding professional audiences; litigators, who value precision, reliability, and confidentiality above all else.
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As a startup preparing to go to market, Align faced two immediate challenges:
Differentiation in a crowded SaaS space: Most competitors were either broad legal tech providers or unspecialized SaaS products. Align needed a positioning that would cut through and resonate with litigators specifically.
Time sensitivity: The founders needed clarity fast. With limited resources and an upcoming launch, they required actionable insights in weeks, not months, to guide sales and marketing strategy.
The Challenge
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When Align approached us, they had a clear product vision but lacked validated market positioning. Key questions included:
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Which decision-makers within law firms were most likely to adopt?
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Which brand narrative (speed, convenience, polish, security) would resonate most strongly?
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How could Align establish trust and credibility quickly enough to compete with established players?
The risk of moving forward without clarity was high. Investing in sales or paid campaigns with the wrong message could mean wasted budget and lost momentum in a highly competitive industry.
Our Approach​
We designed a 3-week intensive engagement that combined brand strategy with real-world market testing.
1. Audience Identification
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Segmented targets by firm size (solo practitioners, small firms, mid-size firms, and large litigation teams).
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Narrowed to decision-makers most likely to drive adoption: partners, litigation leads, and office managers.
2. Messaging Hypotheses
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Developed multiple value proposition angles: ex. “Finally, litigate on your iPad” – emphasizing modern convenience.
3. Market Fit Test
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Ran structured LinkedIn campaigns across target audiences.
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Measured performance to validate which messages cut through.
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Collected both quantitative and qualitative insights.
4. Brand Book Creation
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Translated findings into a comprehensive Brand Book.
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Defined positioning, tone of voice, differentiation, and narrative hierarchy.
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Delivered a clear blueprint for sales, marketing, and investor communication.
Results​
The outcomes were clear and measurable:
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3x industry average CTR across test campaigns, proving message-market fit.
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Validation that the “intuitive, litigation-specific binder” narrative resonated most strongly, particularly with larger firms and ABA litigation groups.
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A sharpened brand position that differentiated Align from generalized SaaS competitors.
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A strategic foundation for Align’s go-to-market, giving the founders the confidence to scale outreach with a message tested and proven to convert.
Impact​
Beyond the immediate metrics, the engagement had lasting strategic impact:​
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Brand clarity: In an industry built on trust, Align emerged with a professional, consistent, and litigation-specific brand identity.
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Sales enablement: With defined narratives, the sales team could approach decision-makers with confidence, knowing which story would resonate.
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Marketing efficiency: Instead of guessing, Align could allocate budget to the highest-performing channels and messages, reducing waste and accelerating traction.​​
Delivered​
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Brand Book (positioning, tone of voice, differentiation, narrative hierarchy)
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Market Fit Test (live campaign data and insights)
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Competitor Analysis
Industry​
Legal Tech, SaaS​
Closing Statement​
​By combining rapid experimentation with strategic brand development, we helped Align achieve what typically takes months, a validated brand position and proven messaging framework, in under three weeks. Today, Align stands out as the specialist digital binder platform built for litigators, equipped with the clarity and confidence to grow.