Welcome to Justice Valley

Rightstars is a marketplace and social platform that aims to close the justice gap. The platform is B2B/B2C and connects consumers, businesses, and lawyers. They approached us to help them establish their brand identity. They were clear from the outset that they didn't want that old-fashioned, legal company look, and instead wanted to have something with more personality that would set them apart from traditional law firms.

To launch the new identity for Rightstars and position the company internationally within the LegalTech industry, we conducted research and compared Rightstars against other global players. During our creative exploration, we identified different key elements and created an identity, personality, and voice. Out of three branding proposals, we developed the concept of the Justice Valley, a place where people seek justice when they’ve been wronged. Visiting the platform of Rightstars is like going back to the wild west, in the days when the sheriff was in charge of ensuring law and order.

The typography of the logo is handmade and inspired by an old Western movie poster. The 'A' is represented by the top zag of a five-pointed star. The rest of the star can be intuited in the main logo. For the badges and favicon, which have limited space, we developed an icon made up of an 'R' and placed a star next to it to support the brand name.

The main colors in beige, red, and lilac are inspired by the typical movie sunset over the most iconic Western landscape: the Monument Valley. The accent colors in orange and blue can also be found in the sunset and bring harmony to the composition.

The illustrative icons for Rightstars are playful, representing a combination of the western, legal, and corporate world. We also crafted an illustration of ‘Justice Valley’, the place where justice can be found. Stealing the show is the illustration of the sheriff, an avatar that was created for Rightstars’ social media and forum. He will be their brand ambassador with his own story that users can follow on the platform. The legend goes that he single-handedly disarmed a group of bandits just by showing them the stern look in his eyes. Another legend goes that he made the original hole in the donut when the bakery handed him a pastry with the wrong cream filling. Whoever he is, he retired and now helps you become your very own sheriff.