| The Legal Aid Society
2010 REBRAND 100 Winners > merit
Industry: Legal Services, Non Profit
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The Legal Aid Society is one of New York City’s most essential organizations, and one of its most misunderstood. It is one of the oldest and largest legal services organizations in the country, serving thousands of New Yorkers each year in civil, criminal and juvenile rights matters.
Challenge - The Legal Aid Society called upon Siegel+Gale to redefine its brand, to both optimize future fundraising and initiatives, and to combat the impression that its main purpose was criminal defense. In addition, the organization sought to create a rallying point for employees and to generate positive media attention.
Strategy - Siegel+Gale visited offices across the city, experiencing court sessions, and interviewing lawyers, judges, staff, and press: a first-hand view of what The Legal Aid Society can do. Siegel+Gale audited The Legal Aid Society’s communications, which illustrated how LAS represented itself in disparate and indistinguished ways across all media. Our team uncovered key strengths: a unique perspective and institutional capabilities that create value for clients as well as broad social change – something no other organization can claim. The Legal Aid Society truly is indispensable to the legal, social, and economic fabric of New York.
Result - We provided a new visual system and tagline to bring the ideas to life. The new visual system was greeted with excitement by the Board of Directors and staff and was launched in May 2009 at the Servant of Justice dinner, where it was hailed by 600 lawyers and donors.
Credits:
Client: Legal Aid Society - www.legal-aid.org
Brand Strategists/Designers: Siegel+Gale - www.siegelgale.com
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