Equal Justice by Design.
DeliverablesBrand StrategyBrand HierarchyBrand DefinitionLogo DesignBrand Guide
Texas Legal Services Center (TLSC) is a champion for the vulnerable and underserved. When we first met them, they had a somewhat ordinary logo design and an overall brand identity that struggled to connect individuals with the pro bono legal services they could use. Also, there was more to TLSC than what the brand was communicating — that they actively work to make the system more just for all. We partnered with this incredible nonprofit to solve these challenges by introducing a new brand and positioning them to help even more people in the process.
An Informed Nonprofit Brand Strategy is an Effective One
We started this in-depth process with a robust, strategic discovery phase that included stakeholder interviews, workshops, surveys, academic research reviews, and client interviews. Why so much research? Because recommending the best path forward requires understanding the challenge from every angle.
Building the Brand Hierarchy
Through our discovery, we learned that TLSC’s existing brand hierarchy was causing confusion, and presenting an unnecessary hurdle for those in need of help. The brand architecture was confusing, and many potential clients didn’t recognize their issues as legal in nature. By simplifying their services and clarifying their sub-brands, we were able to remove barriers standing in the way of people getting the legal services they need.
Translating TLSC’s Mission Through Design
Inspired by demonstration signs from the 1960s and 70s, TLSC’s new logo design captures the spirit of their mission. Drawing on TLSC’s vision to ensure equal justice for all, the logo mark integrates an “equals” symbol that can be used across a wide variety of marketing collateral as a smart, engaging design element.