Cubby

Cubby

Rebrand · Positioning · Copywriting · 2024–2025

cubby.law

Cubby is the first AI teaching assistant built specifically for law school. I worked with the founders to establish the strategic foundation the brand would be built on, defining the positioning, developing the messaging hierarchy, and establishing a clear point of view on who Cubby was for and what it was arguing. The core tension we identified: legal education sells prestige but delivers dysfunction. Cubby needed to name that dysfunction precisely enough to earn trust with students who'd been burned by the alternatives, without alienating the institutional world they were operating inside.

Everything else followed from that strategic foundation. I translated the positioning into a full messaging architecture, wrote the website, and led campaign concepting while maintaining a brand voice that sits at the intersection of clinical precision and genuine warmth.

A webpage for Cubby, an online service for analyzing class materials and past exams for exam preparation. The page features a countdown timer for finals week, a navigation menu with options like How It Works, Pricing, and FAQ, and a prominent "Get access" button. There's a main heading that says "Ace finals. Beat the curve," with a subtext explaining the service. Additionally, a section shows a practice exam titled "Contracts Exam" with a score of 85, signature, and actionable steps for improvement.

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