Lia is the colleague who operates the business: she serves the company's customers in the company's own official channel and runs the company's systems, with human approval. Every instance is exclusive, with the company's memory, rules and tone of voice. She handles the routine on her own and calls a person when the decision is theirs. That is the core of all our communication: priced like technology, delivered like work.
Software
Helps you do the work.
Lia
Does the work.
People decide
Strategy and judgment
Relationships and negotiation
Sensitive decisions
Accountability
Lia executes
Customer service, screening and follow-up
CRM and document organization
Billing and calendar
Routines, first drafts and reports
The quiet race: what level of AI is the company at
0
Analog
No AI. Loses the customer to whoever replies first.
1
AI that writes
It helps you, but it doesn't work for you.
2
AI that answers
Answers 24/7 and hands the queue back to you.
most stopped here
3
AI that works
Takes the work and delivers it done.
Lia
The five operational roles
Role 1
Intake
Answers, screens and qualifies new inquiries around the clock, by text and voice, in the company's voice.
Role 2
Administrative assistant
Works inside the CRM and the systems the company already uses: contacts, cases, tasks and updates.
Role 3
Billing assistant
Invoices and secure payment links in the conversation, overdue follow-ups with your approval, payment reports.
Role 4
Drafter
Drafts agreements, letters and documents from your templates and the case at hand, in the company's voice. You review and approve.
Role 5
Controller
Scheduled routines, reports, meeting and hearing reminders, automatic follow-ups.
The name
Lia
It's written Lia: a proper name, capital L, never all caps and with no accent. Never “LIA”, “L.I.A.” or “Lía”. In corporate copy, use Lia by RIA on first mention and just Lia after that.
What Lia stands for
Language
She understands people, text, voice notes and documents.
Intelligence
She reads context, rules and history.
Action
She runs the systems and gets it done.
Don't use “Legal Intelligent Assistant”. That reading circulated early in the launch and is retired: “Legal” ties Lia to a single vertical, and she was born in legal to serve any business. The current meaning, and the only one to publish, is Language. Intelligence. Action.
Brand architecture
RIA
The company. A Brazilian artificial intelligence company founded in 2023. Never write “RIA Sistemas” in communication: just RIA.
Lia
The colleague who operates the business. She is who does the work: the colleague the customer talks to. She was born in legal, her home vertical; Lia Legal is Lia specialized in law firms.
Every company names its own. During onboarding, the customer gives their instance its own name: Helena, Bela, Clara, Safira, Lívia. “Lia” is the product's name; the name the customer picks is their colleague's. In testimonials, always keep the name the customer uses.
Tone of voice
Talk about work, not technology.
Lia is explained by what she delivers, not by what she is inside. Short sentences, action verbs, concrete proof. The tone of a colleague: neither corporate nor salesy.
✓ Do
Talk about work delivered: “answers”, “collects”, “organizes”, “closes”
Treat Lia as a person: “she”, “colleague”, “took over the work”
Make the line clear: people decide, Lia executes
Use real proof: a case, a number, a named testimonial
Short sentences. One idea per paragraph
Name Claude as the engine: the customer's own account, in the company's name, contracted directly with Anthropic, with no markup
Show the routine in a conversation: no dashboard, no new app
Use the thesis line: “Software helps you do the work. Lia does the work.”
✗ Don't
Call her a chatbot, bot, robot or virtual assistant
Call her an “AI employee” (in Portuguese, “funcionária de IA”)
Say she replaces people or lets you cut staff
Promise outcomes: winning a case, an amount or a deadline (not allowed)
Sound like advertising for legal services or client solicitation (bar advertising rules; in Brazil, OAB Provision 205/2021)
Use “Legal Intelligent Assistant” (retired meaning)
Present the Claude API as the default or promise a fixed cost on it (the reference is the login subscription in the company's name; the API is an option for those who prefer it, paid by usage)
Write “RIA Sistemas” or “LIA” (just RIA, the company, and Lia, the colleague)
Promises without proof, empty superlatives, “revolutionary”
Put prices in evergreen pieces, or talk about what is still to come (commercial terms change; point to https://lia.im/us/#early-access or https://lia.im/uk/#early-access)
The line that sums up the policy. “We don't want to take people out of work. We want to take the robotic work out of people's days.” Whenever communication touches on replacing people, this is the yardstick.
Key messages
Ready-to-use copy
Approved copy, ready to use. Click copy and paste it straight into the piece.
Main headline
Campaign headline
Your next employee doesn't have to be human.
Sign-offs
Corporate sign-off
Lia by RIA · Language. Intelligence. Action.
Product descriptor
Lia, the colleague who operates the business. She serves the company's customers in its official channel and runs its systems: customer service, CRM, billing, contracts and calendar, with human approval.
Short introduction
Lia is an artificial intelligence that works inside the company: she serves customers from first message to last and runs the systems the company already uses, like CRM, billing, contracts and calendar. She handles the routine on her own and calls you when the decision is yours. Not a chatbot. A colleague.
Supporting lines
Contrast
Software helps you do the work. Lia does the work.
Who she works for
They work for you. Lia works for your customer.
Value
Priced like technology. Delivered like work.
Policy
We don't want to take people out of work. We want to take the robotic work out of people's days.
Nature
Not a chatbot. A colleague.
Urgency
The customer messages at 9 a.m. Whoever replies in minutes wins the deal. Whoever replies in hours loses it.
Learning
Any company can rent intelligence. Nobody can rent your company's context. The more Lia works, the better she knows your operation.
Ease
No dashboard. No new app. Just ask.
Proof numbers
Proof line
1M+ people served. 3,500+ law firms and lawyers served since 2023. 100+ companies with Lia at work.
Boilerplate
Short paragraph · press and partners
Lia is the AI colleague from RIA, a Brazilian artificial intelligence company founded in 2023. She takes on five operational roles in a business (intake, administrative assistant, billing assistant, drafter and controller), working in the company's official channel and inside the systems it already uses, with human approval. Every instance is exclusive, with the company's memory, rules and tone of voice. Since 2023, RIA has served more than 3,500 law firms and lawyers, more than 1 million people have been served, and more than 100 companies have Lia at work today. RIA takes part in the Meta Tech Providers, NVIDIA Inception, AWS Startups and Google Cloud Startups programs and has angel investment from Marcelo Lombardo, CEO of Omie.
What you ask, what she does
“Where are we on Helen's case?”
She does it: checks the real status in the CRM and answers on the spot.
“Who hasn't paid this month?”
She does it: lists who is overdue and, once you say yes, follows up with each one with a secure payment link.
“Get Maria's agreement ready to sign.”
She does it: drafts it on your template. You review and approve, and she sends it for e-signature with RIA Sign.
“Give me a summary of my day.”
She does it: conversations, leads, contracts and open items, in one message.
Mascot
The owl
The owl is Lia's face: navy body, white chest, blue eyes and the circuit on top of the head, the only visible sign that she is artificial intelligence. Always on the round base, always with the circuit showing.
Artistic drawings are allowed, as long as the brain's identity is kept. Paper collage, line art, watercolor, brush, AI-generated illustration: technique, colors, proportion and composition are up to the piece. What never changes is the circuit brain on top of the head, drawn in the piece's technique. An owl without the circuit is not Lia.
Mascot rules
✓ Do
Keep the circuit on the head: it is the AI signature
In illustrations in another style, draw the circuit in the piece's technique (cut paper, line, brush)
Keep the round base under the feet in full-body poses
Use on navy, the brand gradient or clean white
Respect the original proportions, no stretching or distorting
Give it room: a minimum margin equal to the height of the head
✗ Don't
Draw any brand owl without the circuit brain
Recolor the body, the eyes or the circuit
Add accessories, clothes or a robe
Apply hard shadows, outlines or extra 3D effects
Place it on a busy background or a photo without a contrast mask
Mix the mascot owl with the logo owl in the same piece
Color, base, proportion, background and finish are rules for the 3D mascot. In an artistic drawing they are free; the circuit is not.
Cut out from the sheet. The sheets come in high resolution precisely for cutting out: pick the pose, cut it out on a transparent background and keep the round base with it. The lia-mascote.zip package has the three sheets and the waving owl already cut out, on a transparent background, in large and icon sizes.
New pose with AI
Need a pose that isn't on the sheets, or the owl in another style? Describe it below, copy the prompt and paste it into an image generator (ChatGPT, Gemini, Midjourney, Higgsfield). Not every generator opens links: the result is more faithful when you download the base sheet and attach it with the prompt. Generate in ChatGPT opens ChatGPT with the prompt filled in (you need to be logged in) and also copies the prompt; if it asks for the base sheet, attach it in the chat. Check the image before using it: an owl without the circuit goes back for editing.
You are going to create a new image of the owl that is the face of Lia, RIA's AI colleague. This is a brand character: reproduce the character exactly; do not just take inspiration from it.
1. REQUIRED REFERENCE
Official pose sheet (front, 3/4, profile, back and four gestures):
https://brand.lia.im/mascote/mascote-coruja-base-8poses.png
For expressions and objects held in the wing, there are two more sheets:
https://brand.lia.im/mascote/mascote-coruja-assistente-18poses.png
https://brand.lia.im/mascote/mascote-coruja-juridico-21poses.png
If you can't open the links and the image isn't attached, ask for the base sheet before generating. Never create the owl from memory.
2. POSE AND STYLE
[describe the pose here: action, object in the wing, expression, angle and, if it isn't the standard 3D, the style]
If the line above is still in brackets, ask which pose before generating.
3. THE CHARACTER
In the 3D render, every item below is fixed. In an artistic drawing, only the first one is mandatory; the others guide the owl so it stays recognizable.
- THE CIRCUIT ON THE HEAD IS THE AI SIGNATURE AND MUST NEVER BE MISSING: on top of the head, a translucent light-blue brain (≈ #097EBA) covered with white circuit traces at right angles, with small dots at the nodes. It reads clearly from any angle, including profile and back.
- Rounded capsule-shaped body, navy blue (≈ #143E71 in the light), smooth, satin vinyl finish (3D toy).
- White facial disc with two large eyes, blue irises and a white highlight; small black beak.
- White chest with scale-cut feathers; navy wings with layered feathers; black talons.
- Large head relative to the body, in the same proportions as the reference: no stretching, flattening or elongating.
- In full-body poses, standing on the round navy base, as in the reference.
4. STYLE
- Default: 3D render identical to the reference, with soft studio light and a light contact shadow under the base.
- Artistic drawing is allowed (cut paper, line art, watercolor, brush, printmaking, pixel art or any other language): technique, colors, proportion, finish and base are free to serve the piece. The condition is keeping the brain's identity: the circuit brain on top of the head, made in the piece's technique. In cut paper, thin strips at right angles with dots at the nodes; in line art, drawn lines and nodes; in brush, thin strokes that contrast with the head.
5. BACKGROUND AND FRAMING
- 3D render: navy background (#083A61), brand gradient (#1D6490 → #083A61), clean white, or transparent when it's for a cutout. No busy scenery. Owl centered and whole in the frame, with clear margin of at least the height of its head on every side.
- Artistic drawing: background and composition are free.
- No text, logo or watermark unless explicitly asked.
6. DON'T
- An owl without the circuit, or with the circuit swapped for a chip, gear, light bulb or pink brain. This applies to every style.
- Dressing the owl: clothes, robe, tie, glasses, hat, badge. Objects held in the wing (book, clipboard, laptop, mug, magnifying glass) are allowed.
- Mixing it with the owl from the logo (the gradient symbol).
- In the 3D render: changing the color of the body, eyes or circuit; hard shadow, black outline, metallic sheen or extra 3D effects.
7. BEFORE DELIVERING, CHECK
- Is the circuit brain on top of the head, and readable? (any style)
- 3D render: do the colors and proportions match the reference, is the round base under the feet and is there clear margin around it?
If any item fails, redo it before delivering.
3D scenes
Lia's world
Six animated dioramas, one for each part of Lia's work. Each scene comes as a still image and as an 8-second video, in two formats: 16:9 for YouTube and presentations, 9:16 for reels and stories.
How to use the scenes. They were made for the brand's navy background: keep the dark background behind them, without cutting the diorama off its base. Text goes in the empty side areas, never over the owl. The videos have no audio: they are meant to loop, with music or narration added on top.
Visual identity
Logos, colors and fonts
Lia uses RIA's visual identity: the owl symbol, the navy, the gradient and the Montserrat and Inter typefaces. There is no separate palette or typography: what changes is the language, not the brand.
Symbol
Symbol · gradient owl, transparent background · the same one used on https://lia.imSVG
App icon
Square versions with the background built in, for profile pictures, favicons and app icons. Use them whole: don't cut out the background or place them on another color.
MontserratTitles and headlinesWeights 600 · 700 · 800 · 900
Aa
InterBody text and interfaceWeights 300 to 800
Proof
Not a promise. In production.
Numbers cleared for public use. Always cite the source with the number: that is what separates Lia's communication from market hype.
1M+
people served
RIA platform, since 2023 · Oct 2026
80 → 4,800
client conversations a month at a single firm in Brazil
shared in a live session, Aug 11, 2026
2.5 h
from onboarding to the first contract closed on her own
Dr. Ricardo Fajan, lawyer in Brazil: onboarded at 9 a.m., closed at 11:30 a.m. · live session, Aug 11, 2026
100+
companies with Lia at work
Lia's active base · Oct 2026
3,500+
law firms and lawyers served since 2023
cumulative since 2023, not the active base · Oct 2026
96%
signature rate on documents sent through RIA Sign
RIA Sign platform, Aug 2026
Numbers outside this list are not cleared. The 3,500+ is the cumulative count since 2023, not the active base: never present it as today's customer count. Today's number is 100+ companies with Lia at work. In English, the 1M+ is written “1M+ people served”. Drop “80+ companies with Lia”, “120+ law firms”, “2,500+”, “3,000+ law firms” and “1,400+ firms”, which circulated in older material.
Programs and ecosystem
Integrations
Lia works inside the systems the company already uses: CRMs, including legal practice management, payment providers, email, calendar and official gazettes. The logos below are the systems she works with in Brazil.
Third-party brands. Program and integration logos belong to their owners and are here only for pieces about Lia's ecosystem. Don't change colors, proportions or versions, and follow each brand's guidelines. Being listed here doesn't imply a partnership or an official integration with the brand's owner.
Testimonials
They don't call it software. They call her an employee.
Real customers, live, unscripted, in Portuguese. Each card has the short cut (hook, ready for reels and stories) and the full interview to cut from. Quotes translated from Portuguese.
Bruno Santos
Customer zero · Santos Advocacia “She prevented a crisis I was about to cause myself.”
Using the testimonials. Keep the customer's name and identification in the piece, and don't edit what they say in a way that changes its meaning: a testimonial is proof, and a cut that strips the context no longer serves that purpose. Never use a customer's words to suggest a legal outcome. Use is authorized for Lia campaign pieces; any other use must be agreed with RIA first.
Downloads
All assets
Ready-made packages by category. Videos are left out of the ZIPs because of their size: download them one by one in the 3D scenes and testimonials.
Full kit
Mascot, 3D scene images, logos, badges, integrations and social pieces, without the videos · ZIP
Commercial terms don't go in evergreen pieces. Price, offer and availability change by campaign and by country: always point to https://lia.im/us/#early-access (or https://lia.im/uk/#early-access) instead of printing a price on the art. Questions about using the brand: contato@riasistemas.com.br.
