Decision making process

I used Claude to research two things before designing anything: how US patent attorneys actually express themselves, and what deep tech founders find most frustrating about working with them. That informed the concept for both the ad and the landing page.

One of the biggest gripes I found was the long wait and the lack of transparency in the process. To turn that into something that plays on social, I made a simple gag of it; a reply thread that runs far too long and still tells you nothing, under the headline Patenting should be the easy part. The goal is shareability and curiosity, and being slightly triggering to anyone who has ever worked with a patent attorney.

For the landing page I intentionally used the same headline, so a visitor instantly sees they have landed in the right place. But instead of the email gag, the hero shows the positive: what full transparency looks like on a modern patent platform. The other sections come from the remaining gripes in the research - the cost that adds up when attorneys bill by the hour, or by a tenth of one; the lack of visibility while you wait; and getting a filing rather than a strategy.

For the design itself I used the branding from the current site, and added GSAP animation on the text to bring in some dynamics and interactivity. In between prompting Claude I also spent some time making a simple logo animation in AE that plays on scroll in the footer, to make the logo come to life and have it subtly signal something aong the lines of many things moving parts coming together neatly. I butchered the logo slightly though, since I did not take the time to work out how to cut the corner off the last rectangle to make the ink trap in the L. Sorry about that.