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Legal Aid of Sonoma County	1

Challenge

Legal Aid of Sonoma County is a non-profit organization that provides free legal support in civil matters to economically and socially disadvantaged members of the community. In the 46 years of their existence, they had never directed their attentions to branding and articulating their message.

Approach

Halleck performed a Brand Architecture Workshop for the agency, serving to coalesce the Board of Directors and staff around a common vision and position. This instigated a simple but significant name-change, from Sonoma County Legal Aid. There had been prior confusion about the organization's funding source, being perceived as county funded rather than a non-profit reliant on community support. A creative brief was generated, paving the strategic way for the new logo, stationery system and brochure. The web site is next on the agenda.