The Practice, Redesigned

The way you show up in the room is a big part of whether you can earn trust early from customers.

Harvey is the first legal tech company to really build around that, and the only one investing in brand at consumer-luxury scale because of it. They've built a custom typeface with the logo as an integrated glyph. They sponsor the US Open , Paris Saint-Germain, and Fulham Football Club. Earlier this year they signed Gabriel Macht, the actor who played Harvey Specter in Suits, as their first brand ambassador.

That investment and attention to detail is a big part of why they've become a category leader only three years in, with 100,000+ lawyers across 1,300 firms on the platform and an $11B valuation underneath that.

Harvey makes AI software for law firms and in-house legal teams. Their products handle contract review, due diligence, legal research, and document drafting. Most of their customers are partners and associates at firms where the wrong vendor can pose a credibility risk.

Harvey took brand seriously before they had anyone whose job was to take it seriously. The founders worked with the typography studio Geist on the original brand foundation, and brought Shawn Farsai on as their first frontend and design hire to lead what came next. Scott Smith leads the broader creative operation as VP of Creative now. None of this was an afterthought. The team was investing in typography and brand identity before there was even real revenue, because brand is what tells a customer you can be trusted before they've even seen the product.

The Harvey design team published a piece in late 2025 on rebuilding their design system from the ground up. It reads more like engineering documentation than a design post, full of semantic tokens and contribution guides for engineers. Shawn put it this way on X: "Design at Harvey isn't just supporting the product. We're building a new kind of brand for professional AI and inventing new UI patterns for how knowledge work gets done." That's a different way of thinking about brand than most companies have. Brand is usually owned by marketing. At Harvey, it's owned by the people building the product.

Harvey's media spend is where the brand strategy gets the loudest. The first out-of-home campaign ran in New York under the tagline "Set a New Precedent" subway ads, street ads, the kind of placements luxury brands buy when they want to be unmissable in Manhattan. Around the same time, Harvey became an Official Partner of the US Open, then signed multi-year partnerships with Paris Saint-Germain and Fulham FC. While their competitors are buying booths at industry conferences, Harvey is buying real estate in the actual lives of the people who run top firms.

The team is still growing. They hired a Head of Motion and Video, Carl Sturgess who spent 14 years working in brand and creative at Square and Block. Most of the brand work so far has been print, web, and partnerships. Video and motion are the next set of surfaces, and bringing in someone that senior at this stage tells me they're not winding the brand investment down.

Legal tech companies don't operate this way. They don't hire engineers to run brand, build custom typography, sponsor the US Open, or sign actors from the show they're named after. While competitors are competing on features and integrations, Harvey has already claimed the category by taking brand and creative seriously from the start.

The Harvey brand outpaces the company's age. Three years in, it operates at a tier the rest of the legal AI category hasn't reached yet, and most of that traces back to early decisions Winston Weinberg and Gabe Pereyra made about who would do the work and how seriously it would be treated. The brand work they invested in before there was any business case for it has compounded into one of the strongest moats in their category.