We helped a 100+ year old organization relate to a new generation of legal professionals.
Since 1878, the Los Angeles County Bar Association (LACBA) has served legal professionals with career, education, and service offerings. With over 24,000 members, the association grew into one of the largest in the nation.
Over the last 30 years, the legal profession has become accessible to a broader talent base, with different needs than their predecessors. Younger lawyers did not understand how LACBA membership could benefit them, and the working stresses in the legal profession left little time to participate in community programs. As a result, LACBA’s membership was in decline despite an exponential growth in the number of legal professionals.
LACBA needed to identify the organization’s value for a new generation of legal professionals.
The organization’s primary benefit was no longer its information offerings. LACBA’s primary benefit has become the network it provides for lawyers, judges, academics, and law students to connect with each other. We helped LACBA realize that its brand is about the collective talents, knowledge, and voice of the people it enables to drive change in the legal community.
We reorganized LACBA’s portfolio to align with audience need rather than content type. We then repositioned the association around the diversity and strengths of its community of legal professionals.
Built on the new brand positioning, we developed a visual system that differentiated LACBA from newer competitive legal associations. The visual system was designed specifically to appeal to younger attorneys, and came to life in a new website, internal signage, communications tools, and marketing assets.
The LACBA brand system has been implemented throughout the organization and has become an integral part of board member and employee onboarding.