Maryland Legal Aid
Branding, Videography
- Summary
MARYLAND LEGAL AID HAD GONE 20+ YEARS SINCE UPDATING THEIR LOGO AND BRAND IDENTITY. WE WERE TASKED WITH CREATING A NEW LOGO AND SOCIAL MEDIA ASSETS, AS WELL AS A LOGO REVEAL VIDEO.
We were tasked with taking the feedback from a multitude of stakeholders, then creating a new brand identity they aligned with. The logo reveal and reveal video were going to be revealed at the annual meeting, which limited our development time.
The creative team split stakeholders into several groups and went through the discovery process, weighting the feedback from the Executive client team higher than the second stakeholder group. Once the colors, font and logo were decided on, the other teams got to work.
We used the logo, colors and fonts to build the brand guide. We then built out the social media toolkit, creating assets for MLA to use. For the video, we used old covers of their annual report to show the progression of time, to finally reveal the new logo.
