One brand, rolled out across the US, UK and Australia

Bettermade refreshed Smokeball’s visual identity with hero illustrations, icons, a digital style guide, Canva templates and a launch page so teams in the US, UK and Australia can ship bold, consistent campaigns for small law firms.

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About the project

Smokeball’s marketing team engaged Bettermade to rethink how the brand shows up visually and digitally—across websites, social channels and campaigns—without blowing up everything existing users already recognised. The brief was clear: make Smokeball feel bigger, more playful and more distinctive in the legal software category, while empowering internal teams with tools to roll out the brand consistently across regions.

Bettermade was engaged to:

Refresh Smokeball’s brand identity with new illustrations, iconography and colour direction.
Build a digital style guide and design system that teams could actually use day‑to‑day.
Create social and campaign templates in Canva for fast, on‑brand execution.
Design a simple landing page to softly introduce the rebrand and Smokeball’s 2024 vision.

Challanges

Legal software can easily look generic and conservative, especially when serving multiple regions and practice areas.
Smokeball needed a brand that celebrated “everyday legal heroes” without losing trust or feeling frivolous, and a system flexible enough for global teams to implement without heavy design support.

We focused on:

Making small‑firm lawyers feel like the protagonists of the brand, not just users of a tool.
Ensuring the new visuals could stretch from social posts and billboards to presentations and events.
Solving real internal problems: inconsistent brand use across regions and slow content production.

What we delivered

Key visual illustrations

Bettermade created vibrant, larger‑than‑life illustrations of everyday legal heroes, each telling a story of how Smokeball helps them run their best firm. These bold, character‑driven visuals anchor campaigns and digital touchpoints, giving Smokeball a recognisable “hero” style in a crowded legal tech market.

Visual applications

The refreshed visual identity was applied to outdoor and print media—eye‑catching billboards, posters and collateral—so the brand feels consistent whether someone meets Smokeball online or in the real world. This 360‑degree application significantly boosted Smokeball’s visibility and presence as an innovative legal software provider.

Icons and design system

Bettermade crafted a clean, modern icon set that integrates with the hero illustrations, creating a unified visual language across product, marketing and content. A comprehensive style guide and digital brand hub cover strategy, logo usage, colour, illustrations and layout, giving all regions a single source of truth.

Social posts and Canva templates

Smokeball’s social presence was re‑energised with bold colour, strong hierarchy and a consistent content approach, leading to a reported 120% increase in brand visibility. To support global teams, Bettermade built over 50 Canva templates for social, presentations and campaigns, enabling USA, Australia and UK teams to create on‑brand content quickly.

Website landing page

Bettermade designed a simple landing page as a soft launch for the rebrand, thanking existing customers and teasing Smokeball’s 2024 vision. This gentle rollout approach helped introduce the new visuals without confusing current users, smoothing the transition into the refreshed brand.

Outcomes

Smokeball’s refreshed brand is now loved internally and externally, and has been rolled out into new markets including the USA and UK. With a coherent visual system, accessible digital style guide and ready‑to‑go templates, Smokeball’s teams can move faster and more consistently, reinforcing the company’s position as a client‑focused legal software innovator.

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