Before Lex Politica, there was Vantage. Chris Gober came to us with a clear goal: he wanted a brand sharp enough to catch the attention of the biggest names in tech. He described the aspiration as “something that would attract Elon Musk,” which we assumed was just shorthand for bold, modern, and Silicon Valley–caliber. So we created a sleek, energetic identity that pushed far beyond the traditional legal aesthetic. After launch, Chris called with an update: Elon Musk had officially become a client. We built a brand for the dream, and then the dream actually showed up.