New Mexico Legal Aid.
New Mexico Legal Aid
Branding & Identity
New Mexico Legal Aid (NMLA) is a civil legal advocacy organization dedicated to opening the door to equal access to justice for all disenfranchised and low-income people and communities throughout New Mexico by providing outreach, training, education, and quality representation. Their mission is to be the voice, defender, and advocate for poor people who are seeking justice in all forums, particularly in the communities in which they live. They are committed to helping poor people in their struggle to access food, shelter, security, and to preserve their unique cultural heritages.
NMLA approached GriffinWink to help address a lack of cohesiveness and consistency in brand image across a dozen NMLA offices and across a variety of branded materials. This project was presented as part of a larger initiative to unify the organization and its various offices under a clear direction and vision for the future.
Rather than designing an entirely new brand identity, the decision was made to expand upon the most widely used version of the group’s current logo, solidifying the updated brand image as the unified identity across all offices. The initiative also included redesigned logos and brand guidelines for the associated Volunteer Attorney Program. GriffinWink also implemented this new, unified brand image across a suite of cohesive branded collateral materials including signage, business cards, and letterheads.