I want to express my deep gratitude to you for bringing our social justice vision to life. Our values shine through with your beautiful, clean designs. I’m so impressed by your work and so proud to use your designs in our materials.
California ChangeLawyers
Rebranding gave the California ChangeLawyers a clear internal compass, helping them make bolder decisions, streamlining operations, and aligning every program, message, and relationship to their powerful new brand strategy.
Sector
Cause-Focused Funds
Deliverables
Brand Strategy
Video Production
Visual Identity
Video Production
Visual Identity
A foundation that had outgrown itself.
Challenge
Known then as The California Bar Foundation, the organization was misunderstood. It had once been a traditional grantmaking body, led by an insular old guard focused on supporting lawyers’ access to and advancement in the profession. But its focus had shifted to empowering the next generation of lawyers, judges, and activists, with the express purpose of creating a more diverse legal profession. They needed to project a new image, one that could attract donors and a more diverse group of people considering law careers.
Lawyers as changemakers, not bystanders.
Insight
We recognized the opportunity to reposition the organization from a generic law-focused grantmaking foundation into a social-justice leader that believes lawyers are the most powerful and impactful changemakers in creating a more just society.
Carlos Aguilar
Chief Content Director
, California ChangeLawyers
We invented a word for a movement.
Journey
We co-created a bold new name, indeed a new word—California ChangeLawyers— breaking new ground and positioning them as social justice leaders. The gutsy tagline invites donors to lead: Fund Justice. Change the World.
The positioning strategy and brand tools signal that California ChangeLawyers uses its voice to make the state stronger, and gives voice to those who might otherwise be unheard. The speech bubbles, quote box, vibrant colors, and bold typography show the fearless nature of an organization using its voice to call for equity and justice. And two bold videos featuring real-life ChangeLawyers make the case that a more just California rests on recruiting a more diverse field.
A new generation following a new word.
Impact
California ChangeLawyers created a new category of legal and social justice pathways, recruited more financial and collaborator support, and continues to attract the next generation of ChangeLawyers.
