“Branding campaign for the 150th anniversary of The Legal Aid Society, the largest and most influential social justice law firm in NYC”
“We developed fundraising assets for the “Reimagine Justice” campaign which addresses systemic inequalities in NYC.”
“Next we built an MTA brand-awareness advertising campaign with two creative focuses: one using staff and client quotes and one using younger clients’ drawings.”
“We carried the identity onto event activation for community events and a special exhibition at The New York Historical Museum”
150 YEARS OF JUSTICE IN EVERY BOROUGH
THE LEGAL AID SOCIETY
The Legal Aid Society - the largest and most influential social justice law firm in NYC - was approaching their 150th anniversary in 2026 and was planning to unveil a massive brand awareness and fundraising campaign. I was hired as the Design Director for the full branding campaign alongside their internal Digital and Development Teams. The main goals of the campaign were to connect their impressive 150 year history of serving low-income New Yorkers to their future vision of justice in NYC. Using the campaign slogan “Reimagine Justice,” the initiative addresses systemic inequalities in New York City. We built a full anniversary brand - to be used as their identity for the year - and a 360 campaign across digital, advertising, print, social, fundraising, museum and event touch points.
I worked closely with the Chief Development Officer, the Director of Digital Engagement and Communications and the Senior Project Manager to develop the initial identity, which was presented to the CEO, President and all Chief Attorneys. I developed a logo that followed a similar format as their traditional logo to maintain brand awareness, with a knock-out 150 that served as the building block for the rest of the identity, icons and masked design systems. I provided the organization with a comprehensive brand guidelines kit, familiarizing internal and freelance designers and all employees to the identity and it’s usage.
We first starting with fundraising assets to support their ambitious campaign goal. We then moved into implementing the logo on all internal and external communications including the website header and landing pages, company-wide email signature, social platforms, zoom backgrounds and presentation templates. Next we developed a comprehensive MTA subway and bus advertising campaign with two creative directions: one showcasing what Reimagining Justice means to LAS staff and the other picturing a vision for NYC kids by featuring cut-outs of real drawings from LAS youth clients. Finally, we developed event activation, digital screens, posters and invitations for community events and for a special exhibition at The New York Historical Museum & Library surveying the extensive history of LAS.
Art direction + design: Michelle Silver
Strategy + copy: Alberto Morales
Strategy: Caroline King, Jen Nedbalsky-Neal
Videography: Jason Smallwood
Design support + animation: Spencer Gallop
Web: John Vacanti
Social: Cameryn Yarber