Ever talked with a lawyer about, well, a legal issue? If so, you’re likely familiar with “legalese,” a language unique to lawyers, created by lawyers, for lawyers. Trouble is, it’s completely foreign to clients. In doing our initial discovery, we learned something revealing about Ryan Swanson. Though they use legalese where required (of course), they also speak a relevant, relatable and useful language we later coined “humanese.” Yes, a vernacular Ryan Swanson speaks fluently, and one even us mere mortals can understand. Our “Humanese over legalese” campaign (which included a new logo, visual ID, collateral, website, photography and advertising) was extremely well received, and clearly understood, by clients and lawyers alike.