Equal Justice Center

Challenge

Equal Justice Center (EJC) is an employment justice and civil rights organization. They came to Cartis Group lacking a brand identity. EJC’s extensive services and various sub-programs had quickly caused them to lose focus and fragmented their brand.
The organization was suffering from lack of awareness and brand recognition and was at risk of losing any brand equity they had built in their name. Together with Cartis Group, EJC was determined to increase awareness and donations and create a consistent, professional identity.

Cartis Group Solution

Cartis Group developed a solution for EJC based on substantial primary and secondary research. Cartis Group placed the focus back on the Equal Justice Center name.

Additional ideas presented:

Using a central brand architecture , Cartis Group renamed the five sub-programs to support the main brand. Cartis Group supported this new hierarchy through the design of EJC’s parent logo and five sub-brand divisions.

A print identity system was created to support the new branding. To complete the re-brand, Cartis Group performed a complete overhaul on the EJC Web site.

The Web site re-design captured the passion, humanity, and real-life drama of EJC’s work through bold colors and documentary-style photography. Cartis Group introduced easy-to-use navigation and logically organized content.  During the re-brand, Cartis Group developed a tagline – Justice at Work – to effectively communicate EJC’s mission using simple, powerful words.

What Did We Do?

Strategy

Identity

Print