Brand identity + product + website

Stet: a brand for an AI contract reviewer that lets every standard clause stand

Stet is an AI agent that checks incoming contracts against a company's own playbook, inside Word and the email thread. It lets every standard clause stand and sends counsel only the one clause that needs a lawyer. We built it from scratch: the name, a world of cyan and magenta film on a lightbox where only the difference shows colour, the wordmark, the contract view, the phone, the landing page, and the campaign on walls, metro lightboxes and billboards.

Project: An Alterra Studio project: we built the company's brand, product and launch from scratch
Stage: Legal AI, Series A stage
Services: Naming, world and key art, wordmark and mark, landing page, product UI, posters and out-of-home, animated board
Tools: Imagine (our in-house design app), Nano Banana Pro, Kling, HyperFrames

Brief

The problem and the brief

Legal AI startups have strong proof and say "AI agents". Not one opens on a contract cleared against the playbook, with one clause left for counsel.

The brief, in a founder's words: "Our buyer is a general counsel whose sales team thinks legal is where deals go to wait, and our homepage talks about AI agents instead of showing a contract clearing with one clause left for them." The name is the proofreader's mark for "let it stand".

What the buyer is up against

The research

3.1 hrs

is the average time an in-house legal team spends reviewing a single contract.

Source: LegalOn survey, 2026

8.6%

of a company's annual value is lost to poor contract management, on average.

Source: WorldCC, 2025

26%

of sales staff say contract review takes more than 10 days. Only 3% of legal staff say so.

Source: Lexion survey, 2023

Three doubts a legal team brings to the first call

General counselThe AI will wave through a clause I'd never accept.
Security leadOur contracts can't go into someone else's model.
Head of legal opsAnother platform, and our lawyers won't leave Word.

Logic

The strategy: let it stand

Two films on a lightbox: cyan is the playbook, magenta is their paper. Where they agree, the contract prints dark. Only the difference shows colour, and that's the clause for counsel.

Doubt 1 · Waved through?The AI will wave through a clause I'd never accept.
The one clause, split open
Stet reads Northwind's MSA against the playbook, clause by clause. 41 of 42 settle. The liability cap splits into two bands: their draft on magenta with its three changes marked, the playbook on cyan beneath, and a card with the fallback and two choices, send to counsel or accept the fallback.
The general counsel's fear is the clause nobody looked at, so the screen makes the exception impossible to miss.
Doubt 2 · Leave Word?Another platform, and our lawyers won't leave Word.
It answers in the thread
There's no new platform to open. The general counsel gets Stet's reply in the email thread the contract arrived in: 41 of 42 clauses settled, one needs you, with the clause and the fallback right there. One tap sends the redline back.
26% of sales staff say review takes more than 10 days. An answer in the thread cuts the wait without changing how lawyers work.
The homepageOur homepage talks about AI agents.
The first screen is the contract
The landing page opens on the line "Stet reads the contract. You read the one clause that matters." and, right under it, the contract itself with the clause for counsel split open, at desktop and phone width.
0 of 10 legal AI homepages open on a contract checked against the playbook. 6 show it lower down, as a small panel.

System

The design system

Lightbox white and ink for the page. Cyan is always the playbook, magenta is always their paper, and agreement prints dark.

Lightbox white #FBFAF6The page, the ground
Ink #1E1B2AType, and what the two films agree on
Film-edge grey #C9CBCFRules and quiet surfaces
Cyan #00A0DCYour playbook
Magenta #E4007CTheir paper: the difference

The world. Printers' film on a lightbox. When the two films sit in register, the text prints dark; a clause out of register shows its colour. It reads with no caption.

Wordmark and mark. Hand-lettered and traced as drawn, never split into the two film colours. The mark is the St, used as the app icon.

Type. Chivo for headlines, Hanken Grotesk for reading, set like a well-kept contract.

What we left out. 7 of 10 competitors put a person or a landscape where the product should be, and none speaks to the general counsel on the first screen. No competitor uses cyan and magenta together.

Stet key art: a contract under cyan and magenta film on a lightbox, only the difference in colour

The 10-second board, made for LinkedIn and X.

The Stet landing page at desktop and phone width — The landing page: "Stet reads the contract. You read the one clause that matters."

The world in motion: the films slide into register; only the difference keeps its colour.

Poster: your playbook, on every contract

Method

The category audit

We scored 10 funded legal AI startups on our startup homepage benchmark. It's the strongest category we've audited, and still not one opens on the contract.

Each homepage was scored on 12 criteria, 0 to 2 each, at 1440 and 390 pixels wide. The group averages 17.5 out of 24, well above the 14.1 of our wider benchmark: all 10 show customer proof, and 5 pair a named customer with a number.

The gaps are on the first screen. Only 2 of 10 say what they do in five seconds at both widths, 2 show the product there, and none addresses the general counsel. Those are the gaps Stet's landing page is designed to close.

Homepage score out of 100 (12 criteria, 0 to 2 each): 10 funded legal AI startups, October 2026

Company A88
Company B79
Company C79
Company D75
Company E75
Company F75
Company G71
Company H71
Company I67
Company J50
Benchmark average, 100 startups59

Alterra Studio startup website benchmark 2026. Companies are anonymised.

The offer

What we'd ship

For a real legal AI company, this is a Brand + Website Build.

Brand: Name check, world and key art, wordmark and mark, palette and type, and the rules for the two films
Website: The landing page, opening on the contract cleared with one clause for counsel, at desktop and phone width
Product: The contract view, the reply in the thread and the weekly summary in the brand
Launch: The animated board, posters, metro, billboard and merch for launch week

After this

What's next

Answer the security lead a screen that shows where contracts are read and that they never train anyone's model.
Score the landing page on the same benchmark, at 1440 and 390.