Flank
Flank is legal intelligence that disappears into your workflow. No dashboards, no disruption, only seamless and sentient support. We crafted a visual identity rooted in quiet systems: organic, intelligent, and designed to be felt, not seen.
In a space where complexity is often mistaken for innovation, Flank dared to do the opposite. The Berlin-based legal AI pioneer set out to make legal intelligence invisible.
Not by hiding it, but by weaving it so naturally into a lawyer's workflow that it felt like a quiet co-counsel – intuitive, seamless, and always one step ahead. No dashboards and logins needed. Introducing intelligence tucked into your documents, emails, and chats.
That bold ambition posed a unique challenge: How do you visualise a product that has no interface? How do you build a visual identity for something designed to disappear?
Led by Zurich-based Salz & Water – the orchestrators and the driving force behind the strategic narrative – we brought this vision to life through a distinctive visual identity. One rooted in the beauty of the unseen.
Making the Invisible Visible
Our metaphor began underground. Inspired by mycelium networks – nature's original internet – we saw a parallel between fungal intelligence and Flank's approach to AI. Mycelium communicates in silence, transmitting information beneath the surface and blossoming in unexpected places. That was our design north star.
At the centre of the identity is a series of AI-generated flowers: organic, otherworldly, and slightly sci-fi. They bloom not just as decorative elements but as symbolic anchors, representing the symbiosis between human expertise and machine learning. It's futuristic but not scary – a visual language you want to lean into.
Though generated with AI, crafting these flowers wasn't instantaneous. It took weeks of experimentation – engineering prompts, refining outputs, treating and editing the images for visual consistency. Just as we were finalising the direction, a new image generation model launched, allowing us to push even further. The result is a floral system that feels alive: always blooming, always evolving.
If you're curious how we did it, drop us a note. If enough people are interested, we're open to hosting a workshop on our process.
A Cohesive System
Every design decision flowed from this central idea. Typography played its part, too. We selected Solina by GoodType Foundry for its balance of geometric precision and organic elegance. And the logomark also echoes the flower: part symbol, part system, carrying the dual meaning of the natural and the engineered.
The visual identity doesn't shout. It listens. It adapts. It grows alongside the user, just like Flank itself. A brand that disappears into your workflow — until you notice how much smarter everything feels.
This is legal intelligence that's beyond artificial.
