BRAND BUILDING—BECOMING HER JUSTICE
A new name, identity and message
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A new message platform
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Why inMotion changed its name to
Her Justice immediately conveys the most important elements of the organization's mission...
Her Justice recruits volunteer attorneys from the City’s law firms to stand side-by-side with women who cannot afford to pay for a lawyer, giving them a real chance to obtain legal protections that transform lives.
Her Justice enables women to take control of their personal situations, improve their children’s lives and build a stronger community for us all.
Why did inMotion change its name?
Over a 12 month period, the organization asked its volunteers, supporters, and key stakeholders about their experiences with inMotion. Much of what they told inMotion was positive—a deep commitment to its mission, appreciation for the efficiency of its program model and the quality of the training and support it gives to volunteers, and respect for the results it achieves on behalf of its clients. However, they also told the organization that the name inMotion did not adequately convey its purpose or mission.
InMotion listened and developed a new name that clearly expresses what they do and why.
What has changed?
While the organization's name and logo have changed, its mission and the way the agency conducts its work have remained the same. Her Justice has launched a new website and changed the way it looks, but remains committed to its same mission—to engage the talent and resources of New York City's law firms, bringing together committed lawyers and determined women to secure life-changing results.
BRAND PROMISE
Shift the power. Share the strength.
BRAND VALUES
Access
Opportunity
Shared Strength
BRAND PERSONALITY
Smart
Powerful
Champion
Compassionate
Collaborative
Efficient
BRAND VALUE PROPOSITION
I feel powerful when I partner with Her Justice because I make a positive difference in people’s lives.
BRAND POSITION
Her Justice is where New York City’s top attorneys stand side-by-side with low income women who need legal representation.
Her Justice enables women to take control of their personal situations, improve their children’s lives, and build a stronger community for us all.
BRAND VALUES
OPPORTUNITY
Her Justice believes in equal access and change. We use the law as a tool for good, leveraging the pro bono work of New York City's top law firms and lawyers to give low-income women a chance at overcoming the obstacles of poverty and abuse. Providing legal and personal support enables our clients to take control and improve their lives.
ACCESS
No one should be denied her lawful rights because she cannot afford an attorney. By connecting New York City’s leading attorneys with women who need legal representation, Her Justice stands side-by-side with women who lack the resources needed to negotiate a complex legal system.
SHARED STRENGTH
We are stronger together. Her Justice cases bring together clients and volunteers with very different educational backgrounds and life experiences. Through their work together, both volunteers and clients grow stronger.
Volunteers gain hands-on legal training, mentoring and career development opportunities. They also satisfy aspirations of utilizing their professional knowledge and experience to make a difference in the life of someone who needs legal representation and to contribute to a greater good.
Clients achieve freedom from abuse, the ability to stay in their homes, and the means to support their children. The work of Her Justice inspires and enables women to break through the limitations in their lives. Gaining access to their rights under the law serves as a pathway to confidence, personal growth, and individual and collective strength.
MISSION
Her Justice provides free legal services in family, divorce and immigration law to low-income women living in New York City.
We recruit volunteer attorneys from the City's top law firms to stand side-by-side with women who cannot afford to pay for a lawyer, giving them a real chance to obtain legal protections that transform their lives.
We believe that all women with urgent safety and financial needs deserve legal representation.
NEW MISSION STATEMENT
NEW MARK
LOGO
The Her Justice logo is composed of three elements: the letter forms that spell out the organization's name, bracket shapes that evoke movement and transformation, and a tagline that communicates the impact of the agency's work.
TAGLINE—Shift the Power
Her Justice puts the power of the New York City legal community behind low-income women to achieve safety and economic security.
The Her Justice tagline speaks to the power shift that occurs when New York City’s top lawyers stand side-by-side with low-income women in the courtroom. When volunteer attorneys step in to represent victims of intimate partner violence, the power shifts from abusers to courageous and determined survivors.
The phrase, Shift the Power, is an essential part of the organization's brand promise; it highlights the organization's unique role in empowering the women it serves to overcome the obstacles in their lives and build stronger families and communities.
The tagline also serves as a call to action. The action verb, “shift,” speaks directly to multiple audience groups and quickly engages the viewer with the organization's work and mission.
HER JUSTICE ICON
The inverted and asymmetrical icon signifies “shift” — a shift of power.
The logo icon also evokes movement and transformation.
The configuration of the left- and right-facing symbol elements are intended to embody embracing arms and signify a community of shared strength.
Developed in collaboration with
Mission Minded
Primary brand colors
Secondary colors
Neutrals
BOLD NEW COLORS
STATIONARY SYSTEM
Corporate letterhead, envelopes and business cards
Corporate letterhead, back
Developed in collaboration with Bottlerocket Design Group
WEBSITE
HerJustice.org and GiveHerJustice.org (Joomal! website no longer published)
(Click on image to view a slide show of sample pages of the organization's original website).
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ANNUAL REPORT
SHIFT THE POWER—Orangization's first-ever annual report
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Annual Report direct mail package with mailing envelope.
Developed in collaboration with
Bottlerocket Design Group
PRESS KIT
Rebranded press kit folder and content inserts
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Rebranded press clip inserts
(Click on image to view a few examples of press clips included in the portfolio kit).
Rebranded organizational information sheets
(Click on image to view organizational information included in the portfolio kit).
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CLIENT INTAKE BROCHURE
MULTI-CHANNEL LAUNCH
OF NEW IDENTITY
Direct mail + email + web + social media
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EVENT REBRANDING
ANNUAL PHOTOGRAPHY AUCTION & BENEFIT
Benefit save-the-date announcements and invitation
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Benefit auction catalog and evening program
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Benefit catalog financial supporter insert
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COMMITMENT TO JUSTICE AWARDS EVENT REBRANDING
(Click on image to view slide show of re-branded volunteer recognition event ).
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REBRANDED ELECTRONIC NEWSLETTER
Willkie externs win life-saving financial support for Theresa*
When Theresa's husband walked out on her after 42 years of marriage, her life was in jeopardy.
Suffering from a brain disorder that triggers seizures and minor strokes, compounded by diabetes, Theresa could no longer work. To make matters worse, her husband dropped her from his health insurance policy with no notice, leaving Theresa with almost $10,000 in unpaid medical expenses. She obtained a court order for spousal support payments, but her husband rarely paid. With no children or family to help her, Theresa called the Her Justice help line.
Under the mentorship of a Her Justice staff attorney, a team of litigation externs* from Willkie Farr & Gallagher LLP fought for Theresa’s rights.
The extern team made sure that the court-ordered payments were deducted directly from her husband’s account so he could no longer shirk his responsibilities. Then they helped Theresa file for divorce, giving her access to her rightful share of the marital property, which included a new house that her husband secretly bought in his cousin’s name in an attempt to hide his assets.
The externs secured full reimbursement for the $10,000 in unpaid medical bills; $13,000 as a share of the “secret” house; and over $25,000 in retroactive pension payments, thanks to their top-notch negotiation skills.
Theresa now rests assured that her acute health care needs will be taken care of and that she will no longer be dependent on her husband for survival.
As one Her Justice client said, “The money isn't the most important thing—it's the freedom that they have given me to start a new life with self-respect and dignity."
*Client name has been changed to protect her identity.
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*Litigation Externships
Litigation externs are law firm attorneys who work full-time in Her Justice's offices, on a rotating basis, for 4–6 months to provide immediate in-court representation to women with complex matters and emergency situations.
The women are eager to provide and receive peer support. They also asked if we could organize informational presentations on topics to help them move forward—learning more about managing money, resume writing and interviewing for a job.
We’re excited to offer them a safe “meet up” space and to foster new connections that can help these determined women take the strongest possible steps forward as they build new lives for themselves and their children.
For more information, or to join the group, contact Jennifer DeCarli, director, legal services, at JDecarli@herjustice.org or 646.442.1173.
Her Justice clients SHARE THE POWER
Our clients are grateful for the support they have received and want to give back. Mostly, they want to help others who face the same challenges they did.
We recently launched a client support network to bring current and former clients together. An amazing group of women gathered at our office last month to share their experiences over dinner while their kids played with a therapy dog under the supervision of a trained counselor.
We asked the group to create drawings of what a client support network meant to them—their images embodied ideas of love, connection, transition and growth.
Beyond talking heads!
Her Justice has long been known for its excellent training programs. We are working hard to energize our training videos, making them more interactive and offering more technology-supported options to our volunteers.
Check out our new video: Working with Survivors of Intimate Partner Violence:
Our upcoming Continuing Legal Education (CLE) training season will equip over 150 pro bono lawyers and paralegals from eight corporate law firms across the City to help even more women and children gain access to justice.
Click here to learn more about our free CLE trainings.
