Brand and visual identity system

Transforming the Legal Social Mobility Fund with a new brand identity

Challenge: Develop a completely new, distinct, and inclusive visual identity and supporting collateral

The Legal Social Mobility Fund (formerly the AS Foundation) empowers aspiring legal professionals by providing crucial financial assistance. This support, vital for students navigating the demanding legal landscape, includes part-funded scholarships, grants for study resources, computer equipment, professional attire, travel costs, and SQE course discounts.

Following a recent brand launch, the Fund faced a critical need: to develop a new, entirely distinct visual identity that completely removed any association with its former “AS” mark. A key aspect of this challenge was to ensure the brand’s inclusivity and accessibility, carefully considering its diverse audience, which includes individuals from varied cultural and religious backgrounds, as well as those with physical and mental disabilities, and neurodiverse individuals.

Solution: Our solution involved creating a brand that was not only unique and memorable but also meticulously designed to be distinct from any previous associations, specifically avoiding similarity to the AS brand or the Social Mobility Foundation. Our design process paid close attention to the Fund’s diverse audience, ensuring the brand resonated across various backgrounds and needs.

Outcome: A fresh, distinct, and highly inclusive brand identity. This new visual system effectively communicates its mission and appeals to both its student beneficiaries and its vital network of corporate and individual donors.

With comprehensive brand guidelines and website designs in place, the Fund is well-equipped for consistent and coherent communications, reinforcing its recognition and effectiveness in supporting aspiring legal professionals from all backgrounds.