Harvey signs Harvey: Suits star inks brand deal with namesake legal AI giant

Harvey has announced its first brand partnership, signing Gabriel Macht, the actor best known for playing the high-powered lawyer Harvey Specter in the TV series Suits.

The move is particularly on-brand. The legal AI company is itself named after the character - the sharp-suited, quick-witted closer at the centre of the long-running US legal drama.

The partnership marks a notable step for the fast-growing platform, which until now has focused its public presence on product development and enterprise adoption rather than on consumer-facing brand campaigns.

Star power meets legal AI

The announcement comes alongside the launch of Harvey’s Instagram account, @askharvey, signalling a more visible push into social media and a greater investment in brand identity.

Co-founder and chief executive Winston Weinberg said: “Gabriel’s legendary performance as a lawyer continues to inspire people to pursue law. To that end, there’s no better spokesperson to support Harvey’s global brand growth and the launch of our Instagram account”.

By aligning with one of the most recognisable fictional lawyers, Harvey appears to be leaning into cultural familiarity at a time when legal AI tools are becoming increasingly mainstream.

Macht said: “I’m partnering with Harvey because I care about where this company goes. I want to support a responsible approach that keeps public interest in view. Harvey’s momentum over the last 3+ years has made it a leading legal AI platform, helping teams change the way they work with AI, faster and with more clarity. 

I’m grateful to join at this moment, and I'm thrilled to be a part of a company helping so many lawyers and aspiring lawyers change the way they work with Harvey's AI platform.”

Legal AI platform Legora has likewise moved into more public-facing brand partnerships, signing Swedish professional golfer Ludvig Åberg, one of the fastest-rising players on the circuit. Under the deal, Åberg will wear Legora’s logo on his sleeve in professional tournaments.

A streaming revival

Suits has experienced a resurgence in popularity in recent years through streaming platforms, particularly Netflix. It was the most-streamed show in 2023, topping US and international charts, introducing Harvey Specter to a new generation.

The show first aired in 2011 and follows the fast-paced world of a New York corporate law firm. The central plot revolves around Harvey Specter, a senior partner known for his courtroom confidence and dealmaking flair, and his associate Mike Ross, a brilliant college dropout with a photographic memory who practises law despite never having attended law school.

In the UK, interest was further fuelled by Meghan Markle, now the Duchess of Sussex, who played paralegal Rachel Zane before her marriage into the royal family.