Motto® rebrands Ivo around ‘Intelligence by Design’ for legal tech

Ivo’s CEO Min-Kyu Jung once wrote an internal manifesto about the long tail of development – how the team logs as many hours as needed to fix a single bug and will raise a ticket for issues that other companies wouldn’t even classify as problems. Their obsession with craft shaped the product, and then the brief for the branding. When Motto®, the strategic firm known for creating what it calls Ideas Worth Rallying Around®, came on board, the contract intelligence platform was already winning 85% of competitive trials and had earned the trust of companies like Shopify, Uber, Atlassian, Reddit and Canva. The brand, though, still reflected an earlier chapter. Ivo was founded by an attorney who experienced firsthand how manual, fragmented contract workflows slow down business, introduce risk and drain legal teams. The company built a platform that streamlines contract review and surfaces business insights from entire libraries of agreements. As it moved upmarket into larger funding conversations and enterprise deals, the distance between the maturity of the product and the way it presented itself became the strategic problem Motto® was asked to solve. Before touching anything visual, the team went deep into legal as a category and into the mindset of its buyers. General counsels are among the most risk-averse decision-makers in any industry. They evaluate accuracy, control and trust within seconds. Through focused leadership workshops and competitive analysis, Motto® uncovered a gap in the market: competitors were selling automation, while Ivo had built embedded intelligence designed specifically for in-house enterprise teams. “Ivo is not positioning itself as another AI tool or a traditional CLM,” explains Sunny Bonnell, Co-Founder & CEO of Motto®. “They are pioneering ‘Contract Intelligence,’ reframing contracts from static documents into dynamic sources of business intelligence.”