Stoke

Background
The Northwest Women’s Law Center (NWWLC) was founded in 1978 to improve the social, legal and economic status of women. Through impact litigation and legislation the NWWLC addresses issues of justice for women. The NWWLC enjoyed an unprecedented level of success before the courts and legislature, but was challenged to broaden its base of supporters to further its mission.

Challenge
Stoke initiated a series of interviews among internal stakeholders, and conducted research among volunteers, donors, advocates and the general public. This investigation was coupled with an assessment of NWWLC’s marketing programs, competitors and brand image.

The study demonstrated that the NWWLC needed to overcome low brand awareness and predisposed attitudes about "feminist" organizations.

The NWWLC needed to communicate more clearly:

• The fight for justice/equality isn’t over. Inequality persists.
• The NWWLC is not a single-issue organization. Support shouldn’t be contingent on agreement with every issue.
• The organization is action-oriented. Their efforts lead to real, lasting, systemic change.
• The NWWLC isn’t a fringe organization. Tackling injustice benefits everyone.

The brand needed to reach the public’s "movable middle," making these issues more resonant – and the organization more vital – to anyone who has a sister, daughter mother, aunt, niece, grandmother, wife or partner.

Outcome
Stoke developed a brand strategy based on one signature characteristic: The willingness and resolve to fight.

The Northwest Women’s Law Center (NWWLC) came to recognize that its rather long, generic, acronymic name was frustrating its efforts to be known, understood and distinctive.

The new name, Legal Voice, was soon adopted.

A visual identity was developed to communicate the brand’s archetype: "The Velvet Vanguard" – or front-line fighter.

Stoke’s design team sought inspiration from history. Whenever people have taken up a fight, there have been flags. Whenever people have rallied behind a cause, or stand in protest, we see flags. Whenever the battle for justice has been engaged, creating those inflection points in our history, flags have symbolized a unity of purpose, and willingness to fight the good fight.

The dominant use of a single unique color (poppy) creates a near instant association for the brand, and affords the organization well-branded materials that are inexpensive to produce. The flag form is used repeatedly, as a surrogate identity for the brand in the business paper suite, brochures, emails, newsletters, website, event/presentation materials and more. Learn more about the work done at Legal Voice on their Facebook page.