Celebrating its 15-year anniversary, the Campaign Legal Center wanted to reinvigorate its brand. This coincided with a need to raise awareness about the critical work of the organization, its impact, and relevance for the immediate future in two key areas: voter rights and campaign reform.
The client wanted to leverage its refreshed brand and also find a meaningful way to articulate the institution’s connection to civil rights history and its importance to upholding these rights for America’s future. Because the practice of law is what drives CLC’s work, they also wanted to feature litigators, community partners and legal interns, all within the brief format of a 90-second video spot. Past outreach videos featured its team talking about its work, but they wanted something more conceptual that could communicate the legal system and ethics they uphold.
We figured out how to translate the CLC mission and history into a compact visual format by combining text, image and story with emotional reach. Through this approach we were able to translate complex legal language into a message that speaks to an informed but non-expert audience.