Refreshing a brand for a more equitable Brooklyn
After 30 years, the Brooklyn Bar Association Volunteer Lawyers Project determined that they needed a fresh approach to distinguish themselves, raise their profile, and accurately reflect their future and the tremendous growth that had recently occurred. Big Duck co-created a refreshed brand identity—a new name, logo, tagline, updated colors, messaging, and a rollout plan to increase their public visibility and articulate the uniqueness, necessity, and urgency of their work.
Advocating for the community
Founded in 1990 to help close the gap in legal resources and representation in the borough, the Brooklyn Bar Association Volunteer Lawyers Project has always been—and always will be—a pioneer of contemporary pro bono models and a progressive force in the community. Still, systemic barriers to the legal process remain, leaving many people with low income—especially in marginalized communities—to face legal challenges alone. This, in part, is why the Brooklyn Bar Association Volunteer Lawyers Project has evolved into Access Justice Brooklyn.
A force for change
Big Duck and Access Justice Brooklyn collaborated to develop a brand strategy, new name, visual identity, and messaging platform that reflect the foundational ideas of the organization. They believe the legal process—and adequate support—should be open and available to everyone. We thoughtfully developed the new brand assets to signal this more imaginative and powerful future.