Rebranding for Minnesota Association of Justice
Organization: Minnesota Association of Justice (MAJ)
Project: Rebrand the organization’s long-standing “look and feel.”
Purpose: Contemporize brand to resonate with a vast age spectrum and a broad range of legal disciplines, to attract more members.
- Workshops with the Executive Team (Board):
- Conduct a half-day educational, interactive brand seminar.
- Collaboratively establish brand attributes/personality (determine “who we are”).
- Lead an interactive visual brand working session to facilitate visual direction consensus.
- Logo Treatment – Apply the agreed-upon workshop direction to a bold, striking and minimalistic logo to achieve a broad attract factor (and to clearly stand out among similar organizations). The ”T” in “Justice” falls in the exact middle of the word, so it was graphically treated to represent the scales of justice/balance. It is also meant to be an iconic symbol for the organization
- Brand Tool Box – Establish color palette, fonts, and imagery to modernize the organization
Outcome: Utilized the new brand standards to create the print (stationery system and collateral), 3D elements (office environment and events), and digital (web) components.
Spot on cross cultural design solutions are a given for Mexico natives, and UNO co-founders, Luis Fitch and Carolina Ornelas. Growing up in Tijuana, Mexico together, working abroad in Europe, and working/living in multiple U.S. locations (from east coast to west coast; from Midwest to deep south), they have a shared understanding of acculturation and culture blending. They draw on their vast cultural experiences for strategy and design inspiration. Arts, music, food, festivals, sports, architecture, decor, traditions, and holidays all influence their work.
Rebranding for Minnesota Association of Justice Their partnership chemistry is rooted in a shared cross-culture journey and mutual passion for experiencing diversity. Favorite pastimes even align: international travel, foreign films, ethnic food, flea markets, museums, fine art, and DIY projects. Given their complementary business talents, dividing UNO’s leadership roles came naturally. Strategic missions are shared; Luis leads creative ventures; Carolina drives operations and account management. Their staff is handpicked to be multicultural and adept at the cultural/idiomatic differences that characterize the U.S. mass market.
Luis and Carolina very deliberately built an agency of broad perspective and future-oriented thinking…with deep respect for the past. You’ll see it in their solutions