Advancing justice by appealing to attorneys
The Situation
The State Bar of California’s Campaign for Justice provides omnibus funding for ninety-two separate agencies that offer free and low-cost civil legal assistance to Californians in need. With the major historic source of funding for the Campaign from interest generated on lawyer trust accounts largely eliminated by historically low interest rates, the State Bar sought to enlist additional contributions directly from attorneys.
The Solution

In partnership with the Campaign for Justice, BrandCulture developed a positioning and messaging strategy to make the case to attorneys about the importance of including the Campaign among their charitable contributions. With the new logo and visual system and online presence we created, the Campaign for Justice moved beyond an abstruse compilation of statistics to focus on its powerful efficacy and impact on individuals throughout the state.