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California ChangeLawyers

REBRAND, RENAME, ROLLOUT

Role // Brand Strategist, Writer, Project Manager

Agency // Mission Minded

An organization of vigilantly optimistic activists,California ChangeLawyers is a statewide foundation that empowers the next generation of lawyers, judges, and activists to create a more diverse legal profession. Their new brand strategy was built on their belief that  lawyers are the most powerful and impactful changemakers in creating a more just society. The new brand led to the coining of a new word—ChangeLawyers—for their new name. Bold new messages and an eye-catching visual identity laid the foundation for two compelling videos used to reintroduce the organization to stakeholders and promote a new initiative. 

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Results

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Following the name and identity change, California ChangeLawyers that reintroduced them to their most valuable supporters and partners. This video generated excitement and set the expectation that California ChangeLawyers was going to be amplifying their boldness moving forward. 
The second video uses animation to encourage young people to pursue a career as a prosecutor, an initiative Caliofrnia ChangeLawyers believes is key in tipping the scales of justice. 
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