The Legal TECHer

Event branding campaign featuring parodies of New Yorker cartoons
Date
2019
Client
DISCO

Project description

Developed while I was Creative Director at the legal technology startup DISCO, this campaign comprised 28 New Yorker-inspired cartoons with captions that highlighted the absurdities of everyday life in the world of legal technology. The captions were all co-written by our Director of Product Marketing and myself, with illustrations by a contractor and art direction by me.

Though DISCO is a B2B company, I always preferred to look at successful B2C brands when it came to telling a brand story. This campaign was launched at Legaltech NY, the biggest annual legal technology conference, for which I led the team in creating a new high-concept campaign each year, featuring dozens of unique ads with running jokes that spoke directly to the frustrations and experiences of our target customers. These humorous campaigns made us impossible to miss and earned nonstop compliments, standing out from competitors who were content to brand themselves with a logo and a generic tagline.

This campaign was so well received that it was covered in the legal technology news blog Above The Law.

DISCO branding on multiple columns in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
DISCO branding on a revolving door in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
A New-Yorker-style cartoon showing three mobsters sit around a table playing cards. The caption reads "So we'll charge $150 an hour and I'll have my cousin's kid do the work."
A New-Yorker-style cartoon showing a child interrupting his dad reading a newspaper. The caption reads "I am obligated to inform you that the dog applied our document retention policy to my homework."
A New-Yorker-style cartoon showing a doctor talking to his patient. The caption reads "I have some bad news—your document counts are lower than I'd like."
A New-Yorker-style cartoon showing two office workers searching through huge stacks of paper. The caption reads "I mean, technically, this IS a 'No SQL' database."
A New-Yorker-style cartoon showing a man on one knee proposing marriage to a woman. The caption reads "I'm not sure I'm ready for a 3- to 5-year commitment."
A New-Yorker-style cartoon showing two goldfish in a fishbowl. The caption reads "Jim, I gotta tell ya. I've been interviewing."
No items found.
DISCO branding on multiple columns in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
DISCO branding on a revolving door in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
A New-Yorker-style cartoon showing three mobsters sit around a table playing cards. The caption reads "So we'll charge $150 an hour and I'll have my cousin's kid do the work."
A New-Yorker-style cartoon showing a child interrupting his dad reading a newspaper. The caption reads "I am obligated to inform you that the dog applied our document retention policy to my homework."
A New-Yorker-style cartoon showing a doctor talking to his patient. The caption reads "I have some bad news—your document counts are lower than I'd like."
A New-Yorker-style cartoon showing two office workers searching through huge stacks of paper. The caption reads "I mean, technically, this IS a 'No SQL' database."
A New-Yorker-style cartoon showing a man on one knee proposing marriage to a woman. The caption reads "I'm not sure I'm ready for a 3- to 5-year commitment."
A New-Yorker-style cartoon showing two goldfish in a fishbowl. The caption reads "Jim, I gotta tell ya. I've been interviewing."
No items found.
DISCO branding on multiple columns in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
DISCO branding on a revolving door in the New York Hilton Midtown lobby
DISCO branding on a column in the New York Hilton Midtown lobby
A New-Yorker-style cartoon showing three mobsters sit around a table playing cards. The caption reads "So we'll charge $150 an hour and I'll have my cousin's kid do the work."
A New-Yorker-style cartoon showing a child interrupting his dad reading a newspaper. The caption reads "I am obligated to inform you that the dog applied our document retention policy to my homework."
A New-Yorker-style cartoon showing a doctor talking to his patient. The caption reads "I have some bad news—your document counts are lower than I'd like."
A New-Yorker-style cartoon showing two office workers searching through huge stacks of paper. The caption reads "I mean, technically, this IS a 'No SQL' database."
A New-Yorker-style cartoon showing a man on one knee proposing marriage to a woman. The caption reads "I'm not sure I'm ready for a 3- to 5-year commitment."
A New-Yorker-style cartoon showing two goldfish in a fishbowl. The caption reads "Jim, I gotta tell ya. I've been interviewing."
No items found.

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