Legal Aid Chicago | Brand Identity

A badge of honor to battle injustice.

For over 50 years, Chicago’s non profit Legal Aid Foundation (LAF) resolved critical legal problems that trap people in poverty by providing free, high quality legal council. As the leadership of the organization and the culture of the community it serves evolved, LAF reached out to Hifi to redefine the practice as Legal Aid Chicago.

Strategy & Positioning; Brand Identity; Web Design Direction; Environmental Graphics; Collateral
Leadership at Legal Aid Chicago tasked Hifi to create a functional and meaningful identity system that connects with constituents, donors, and Legal Aid Chicago associates.
Though most of the old brand identity was set aside, the existing tagline “Equal Justice Starts Here” served as a robust foundation to build the forthcoming brand. It informed the creation of the brandmark - a combination of the Chicago flag and an equal sign, as well the vibrant color pallet and photography style which centers on the people of Chicago’s Cook County.
Industry acronyms (LAF) and fancy legal jargon have been removed. We alway speak plainly, never abbreviating the name Legal Aid Chicago.
Testimonial:
“HiFi explained to us in the beginning what the process would be, then executed that process to perfection. Thanks to a combination of creative ability and diplomatic skills, we landed on an identity that everyone loves and uses with pride. We are grateful!”
Website Stats:
• New users increased by 2400% vs previous year.
• Number of page views increased 5500% vs previous year
• Average number of pages viewed per sessions doubled
• Browsing retention rate doubled
Photography - Matt Klosterman
Web Design - Charity Associates UK