OVERVIEW

The Los Angeles County Bar Association is a voluntary bar association with over 21,000 members throughout Los Angeles and the world. LACBA has had a successful history serving the professional needs of lawyers and the public since 1878 and has grown into one of the largest bar associations in the nation.

CHALLENGE

LACBA suffered from confusion and perceived inaccessibility, voluminous and fragmented communication, and a changing legal profession impacted how LACBA was perceived by the legal community. On top of that, LACBA’s portfolio of offerings made LACBA seem like a digital content provider, not an enabler of community building and public service. LACBA’s visual language was not only inconsistent but undifferentiated, and got lost in the sea of competitors.

SOLUTION

Complete re-brand program that positioned LACBA not as a place or a thing, but as its people. And through the collection of people, their collective talents, knowledge, and voice, LACBA becomes an enabling force that helps the legal community proactively create solutions.  An organized and streamlined portfolio of services showcased the power of what LACBA provides. Designed and developed sub-brand systems for key entities, new marketing touch points, and a completely new website experience.

Process