Web3 offers many opportunities, but there are risks too. Particularly in legal terms, much of this is new territory and leads to copyright issues, scams and scandals. A global group of lawyers has now joined forces as a virtual law firm under the name web3lex. We were tasked with developing a cross-media identity and digital offerings for this interesting new endeavour.

web3lex is a web-based platform where lawyers can share their knowledge and engage directly with clients. The platform consists of an open Wiki page based on FAQs and direct personal contact with lawyers in a variety of countries. Counsellors can also be engaged with straight away in Web3 – in the world’s first global, virtual law firm, in the metaverse. The logo – inspired by a paragraph symbol and the number 3 (for Web3) – was staged by AI and features in all applications. A dynamic but straight typographical framework in black and white only forms a unique brand identity.

First of all this is a completely new service. Therefore we walk on new paths in terms of meeting data-proven KPIs. Nevertheless the expectations are high: web3lex wants to enable a new quality of legal councelling for web3 inside web3 – and address a new generation of lawyers and clients. Its monetizable and highly scalable business model (selling clients meeting room time with a global highly specialized clientele) is actually in a test phase. However the first results are very promising – by the time of this entry – one month after the start - the number of joining professional contributors has already doubled and the buzz on linkedIn is growing.

The contrast between reputable legal counsel and the creative look and feel of Web3 serves as inspiration for the cross-media identity. The logo – inspired by a paragraph symbol and the number 3 (Web3) – was staged by AI and features in all applications. The Wiki FAQs form the campaign, the website offering open access, while the virtual law firm brings the whole interaction into the metaverse.

Through the new identity Web3lex had the opportunity to engage with their clients directly in web3 and thus become an authentic legal service brand for this new age of legal consulting. web3lex was launched in spring 2023. The virtual law firm is therefore the first legal counsel for and in the metaverse. And it offers one of the first real, monetizable metaverse-only services.