Action is our middle name
As LAC's executive director once said, “Action is our middle name.” The organization has a long history of working and accomplishments at the intersection of health and justice.
Our new logo highlights the organization’s history of Action through the negative space of the A. This triangle became the cornerstone of the brand, and directly represents the upward mobility that the Legal Action Center offers their clients, as well as the steps that the organization takes to represent people that go unheard.
Building a system
The triangle from the logo became the building block of Legal Action Center’s diverse icon set.
We highlighted LAC’s unique focus on the intersection of justice and health through a visual frame that unifies different layers of the organization’s work. And the ticker-like pattern we created communicates the urgency of issues when necessary.
A purpose-first website
The new website was an opportunity to unveil LAC’s bold story. We started with their “why”, an emotionally-resonant, purpose-first articulation of their reason for being in the world. The website allows users to browse their complex work through the three lenses of Fighting Discrimination, Building Health Equity, and Restoring Opportunity.
The "Need Legal Help?" page is catered specifically to prospective clients and organizations seeking advice, counsel, or guidance. Whereas before, the organization felt more labyrinthine and difficult to approach, now, this page makes clear what services they provide, and how individuals and organizations can get in touch to get the help they need.
LAC’s new and improved resource library is a place where their clients and partners could browse decades worth of unique expertise in the form of publications, webinars, toolkits, and more.