Talk Legal ·
Munich, Germany
Legal clarity in minutes
Talk Legal pairs Klara, an AI legal assistant, with the lawyers of an established German law firm. The product was ready. The story wasn’t. Together we made “clarity in minutes” something people understand, trust and act on.
Client
Marcus Hohner
Founder & CEO
Sector
Legal services · Legal tech
Services
+10%
qualified enquiries via Klara
12 weeks
from brief to launch
-15%
cost per lead
The challenge
Legal help has an image problem: expensive, slow and a little intimidating. An instant AI answer sounds great, but would you trust it with your rent dispute or your dismissal? Talk Legal had a strong model: a free AI assessment first, real lawyers as soon as it matters, and most cases solved out of court. The challenge was making it feel as trustworthy as the firm behind it, for people who have never hired a lawyer.
The brand: the Talk Legal logo, from its construction to the finished lock-up.
What we did
We started where I always start: finding what only this team can claim. Not “AI”, because everybody has AI, but the hand-off from an assistant that listens to a lawyer who takes over. That became the heart of the positioning and the messaging, and the thread running through the website and the first campaigns.
The thread through the website and the first campaigns: Klara’s published example chat on talklegal.ai, AI first and a lawyer as soon as it matters, and a display ad built from the site’s own copy.
The stack
Claude Code
Claude Opus 5.5
Framer AI
GPT Images
Google Analytics 4
Google Tag Manager
Figma
Google Ads
Meta Ads Manager
The results
A launch story that makes a law firm sound approachable without losing its authority, and the foundations of a marketing engine, from search to campaigns to content, built to bring people with a legal question to Klara at the moment they need her.
Content: posts from @talklegal.ai on Instagram.
Joost has helped us turn an early idea into a clear, scalable go-to-market strategy and machine. What I value most is his combination of strategic thinking and pragmatism.”
Marcus Hohner
Founder & CEO
