DoProcess.
We helped Canada's leading legal technology company modernize its brand strategy and launch three new web/mobile/cloud-based products.
Scope
Client
Duration
Year
How do you rebrand industry-standard legal software and migrate 10,000 users to new cloud and mobile versions?
In partnership with UX firm Interpix Design, I helped DoProcess—Canada's leading legal technology company—modernize its brand and launch three interconnected products, transitioning over 10,000 users and expanding its customer base of legal professionals.
Fun Fact: Technology company Dye & Durham acquired DoProcess for $520 million right after this project.
The Challenge
DoProcess's flagship product, The Conveyancer, dominated real estate law software in Canada but needed modernization, and to work on mobile devices and in the cloud. The business solution: a product suite comprising Unity (replacing The Conveyancer), UnityPi (mobile app), and UnityC (cloud-based workflow platform).
The difficulty lay in branding and launching these products while seamlessly migrating more than 10,000 busy legal professionals nationwide to an entirely new cloud-and-app-based system—without disrupting their practices.
A modern rebrand + a multi-wave, digital marketing and transition strategy.
We rebranded The Conveyancer as "Unity"—reflecting how it unifies core real estate law tasks—and extended this identity across a product suite: Unity (desktop), UnityPi (mobile), and UnityC (cloud). All shared a unified visual identity and brand architecture.
The transition strategy required exceptional precision. We deployed a multi-wave campaign, sending over 50,000 emails across 60 waves, and utilized gamified checklists to guide users through preparation and onboarding. The stakes were high: these legal professionals couldn't afford downtime and had never used cloud or mobile solutions in their practice.
A dedicated Unity website explained the products, benefits, and regional transition timelines. Contests offering Unity-branded Visa cards incentivized completion of pre-migration tasks.
Over eight months, I wrote branded blog posts that built awareness, explained cloud security for legal transactions, addressed privacy concerns, and detailed features and productivity gains. Product videos demonstrated functionality, allowing users to familiarize themselves before migration.
For DoProcess's internal teams, we created marketing playbooks that explain Unity's value proposition to new and existing customers, along with comprehensive style guides to ensure consistent brand application across all channels.
An immediate 80% increase in product awareness.
Marketing campaigns, blog posts, contests, product videos, and email campaigns led to an immediate 80% increase in product awareness for Unity among both new and existing users during the multi-wave, segmented national campaign (our target was 50%, out of the gate)
Ultimately, we successfully migrated more than 10,000 DoProcess customers to Unity, UnityPi, and UnityC. The Unity product enabled thousands of real estate law offices to onboard more clients, complete more transactions, and dramatically streamline their operations. At their peak, more than 15,000 legal practitioners utilized the DoProcess application to manage over 1.4 million transactions annually.
A curated selection of projects that reflect our commitment to simplicity and purposeful design.
