It takes courage to be a superhero, but it takes even more courage to tell the world about it.
We led the staff of Public Interest Clearinghouse (PIC) on a branding journey. It began with them seeing themselves as technical experts and intermediaries who serve California legal aid nonprofits, and came to a dramatic conclusion when they finally embraced the reality that they are, in fact, social justice champions. No cape required. The organization’s new name, OneJustice, along with a new tagline and visual identity, signifies their power. Now donors can rest easy in the knowledge that their contributions vault them into social champion territory, too.