Smokeball Shifts Focus to People Law Approach
Smokeball introduces People-Law approach to tackle administrative burnout among community-level practitioners with a focus on people law services.
Smokeball, a legal tech company, has introduced a major global brand refresh, focusing on a new ethos called “People-Law.” This change comes after 14 years in the practice management space, with the company aiming to redefine how it tells its story and tackle administrative burnout among community-level practitioners.
The concept of “People-Law” refers to lawyers who handle significant life events, such as buying a first home or settling an estate, as opposed to big law firms that focus on mega-mergers.
Smokeball’s software and AI are designed to eliminate non-billable tasks, allowing practitioners to focus on client advocacy and equal access to justice.
Developed after a year of in-depth interviews with lawyers across Australia, the US, and the UK, the new identity strips out corporate legal clichés, introducing a fresh visual brand and messaging style.
The new logo features an “S” rising from an equals sign, symbolizing universal justice and advocacy. The brand’s color scheme has also been updated to a warmer, high-energy orange, paired with natural cream tones.
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Every visual element features real Smokeball clients, staff, and community members, rather than stock photos. They have also adopted a clean, punchy communication style built for time-poor attorneys.
Law has always been a people business, with human connection at its core. Smokeball’s founders believe that their job is to power this connection with technology, rather than replace it.
Hunter Steele, Co-founder & CEO, stated that the company’s belief hasn’t changed, but they now have the words and look to express it clearly. Jane Oxley, Co-founder & COO, added that the new brand reflects the warmth and genuine care that has always been a part of Smokeball’s internal culture.
In a crowded practice management market, Smokeball is doubling down on supporting solo and small-firm lawyers, who form the backbone of the legal ecosystem. By focusing on these grass roots, the company aims to make a meaningful impact on the industry.
Smokeball’s commitment to “People-Law” is likely to resonate with community-level practitioners. The company’s new brand identity and approach may help to set it apart from its competitors and establish it as a leader in the field.
