AI belongs only in tech startups.

and established industries
Redefining tax research with AI
2X
customers and revenue
$122M
Series D Round

The rule they were rewriting

For decades, tax professionals have relied on painstaking manual research, consuming hours that could be better spent on strategic, high-value client work. Many viewed AI solutions as overly complex or impersonal, believing they lacked the precision and trustworthiness required in their field.

Blue J Legal brand style guide showing gradient icons, typography rules, and a website mockup with annotations describing font styles, button designs, and gradient usage.

The rule we rewrote together

We partnered with Blue J Legal to challenge this outdated perception and reimagine tax research as intuitive, reliable, and transformative. Together, we positioned Blue J as the trusted partner tax professionals need to embrace the future of their workflows, showing that AI can deliver speed, accuracy, and confidence.

Side-by-side comparison of Blue J's prior and new logos.

Refined brand identity:

We evolved Blue J’s identity to reflect its leap from legal tool to legal intelligence - pairing a confident new logo with a color palette that signals clarity, precision, and ambition.

A collection of Blue J Legal website wireframes and mockups pre-development.

Optimized website design:

We reimagined Blue J’s website as a storytelling platform that communicates the platform’s value while building trust. Key enhancements included:

  • Clear messaging: Benefits like accelerated research, verifiable answers, and automated drafting were front and center, addressing the real pain points of tax professionals.
  • Engaging visuals: Hero animation illustrated how Blue J simplifies complex research, while screenshots of real Q&A workflows showcased the platform in action, bridging theory and application.
  • Streamlined navigation: An intuitive user experience with bold CTAs encouraged professionals to explore the site and book a demo.

‍

Blue J Legal website mockup on a tablet screen with sections highlighting “Why Blue J?”

The impact

Blue J’s transformation reshaped both perception and performance.

2X Customers

In early 2025, wiithin months of relaunch, Blue J doubled both customers and revenue.

Investor confidence secured:

Raised a $122M Series D to accelerate innovation and expansion.

Rule rewritten:

Proved that AI can be trusted in tax research, delivering speed, accuracy, and confidence where manual work once drained hours.

Blue J showed that even high-stakes fields like tax law can embrace AI when it’s built to be accurate, accessible, and aligned with professional integrity.

Pixie Mood instagram posts including photos and designed product photos.
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