Public Justice
Taking on the Biggest Systemic Threats to Justice
Challenge
Public Justice—a litigation and advocacy organization serving consumers, workers, the environment, and civil rights—takes on high-impact litigation that challenges abusive and discriminatory systems and secures social and economic justice. Despite a long track record of success, the organization's brand had not kept pace with its influence and impact. It felt the existing brand was outdated, difficult to use, and did not reflect the success of its work or its personality. Public Justice partnered with Eighty2degrees to develop a stronger, more versatile identity that could better reflect the significance of its work, its bold personality, and its leadership in the fight for social and economic justice.
Approach
We conducted comprehensive research and discovery, including a brand audit, stakeholder interviews, and a landscape analysis. We began by refreshing the logo, developing a tagline, and creating a new brand identity. After selecting a logo and design direction, we rebuilt the website from the ground up. We restructured the site architecture and navigation, developed a content strategy covering content types and messaging, and created wireframes and interface designs. We built a modular WordPress-based site that allows Public Justice to easily update and manage it internally. The success of the logo and website design led us to roll out the brand across numerous other digital and print assets, including social media, event materials, presentations, templates, brochures, fact sheets, business systems, and templates for staff members to use. To support the introduction of the new brand and website, we also crafted a brand guide and a site functionality guide, and held staff workshops on the importance of creating and maintaining a cohesive brand experience.
