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, to build 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. On the cost section I wanted something with a more visceral impact. The idea is that you feel the panic in the bill adding up rather than being told about it. The other sections come from the remaining gripes found in the research: the lack of visibility while you wait, and not getting actual advice on how to formulate 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 along the lines of many moving parts coming together neatly. I butchered the logo slightly though, since I used a repeater 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 :)

With more time
I'll be the first to admit that the general flow of the landing page is not the most original. Of course, a recognizable corporate left-right-left-right kind of flow has its pros as well, precisely because it's recognizable and can give a sense of stability. This mold is then broken in the cost section with the scroll reveal on the receipt. With more time, I would have wanted to find similarly impactful ways to drive home the points in the sections about visibility and strategy as well.

/Paul