Bet Tzedek – Justice For All

The Challenge:  Develop a full-scale branding and marketing program to bring this 35-year-old pro-bono legal services network into the 21st Century.

The Approach: Over two months of in-depth research helped us identify what the Bet Tzedek brand meant to its various stakeholders, from program clients to service volunteers to major donors. Out of this we created the umbrella theme “Justice for All” that perfectly encapsulated Bet Tzedek’s unique mission.  Branding included logo and tagline, branding guide, website and literature formats, and a new ad campaign that demonstrated its ability to enact powerful change for its clients, many of whom are society’s unforgotten.

The Change: Within 6 months, donations significantly increased as did the number of law firms interested in providing their pro-bono support to Bet Tzedek clients.