“Serengeti Law developed the world’s first software for e-billing and managing collaborative legal matters for corporate legal departments that work with outside counsel. Serengeti initially hired us to refresh its brand identity and create an awareness campaign. We fully embraced the non-sequitur nature of the company name by featuring exotic African wildlife juxtaposed with banal office interiors. Ads touted the simple fact that the Serengeti technology was being spotted in legal offices everywhere. In a sea of shirt-and-tie stock photography, the disruptive imagery helped Serengeti gain notoriety and achieve a dominant market share among competitors. We extended the theme further by creating a field-guide-style capabilities brochure, complete with imitation leather cover, gold foil stamping, toothy tea-stained paper, watercolor sketches and snapshots of African animals (in their office environments).”