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Refreshing a Legal Aid Brand

Role: Development Assistant & Designer
Org: Legal Services of Northern California
Type: Social Media, Digital Comms, Brand Strategy
Tools: Canva, Illustrator, Figma, Meta Business Suite

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Legal Services of Northern California (LSNC) provides vital legal aid to low-income and marginalized communities across 23 counties. At the time that I joined their team I observed that their digital outreach, especially on social media, was visually inconsistent, text heavy, and lacking accessibility. Their feed didn’t reflect the care, trust, or clarity of the work they actually did.

My goal was to bring cohesion, clarity, and visual empathy to LSNC’s digital presence so that community members could better understand and access their services.

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I started by identifying four priorities:

  1. Visual consistency

    • Created a flexible visual system using legible font, color pairings, and illustration.

  2. Accessibility

    • Increased font legibility, color contrast, and balance of visuals to text.

    • Simplified language and designs that met basic readability standards.

  3. Storytelling over announcements

    • Revamped the “Client Story” posts that highlighted real people helped by LSNC (with privacy considered).

    • Designed branded templates for key campaigns like the Valentine Run, Giving Tuesday, and the Big Day of Giving.

  4. Tone shift

    • Moved from formal/legal tone to calm, approachable messaging across visual assets.

After the redesign, LSNC’s Instagram and Facebook feeds reflected a consistent, professional presence.
Community engagement (likes, shares, comments) steadily improved, and internal staff began actively sharing content which helped unify external messaging across the organization.

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Notable Changes:

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  • Clear headers and space for image breathing room

  • Brand colors reused across templates

  • Diverse and inclusive illustrations

  • Direct calls to action with clean visuals

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Reflection

This job taught me how to bridge brand integrity with accessibility, especially in a mission driven context. I made sure to be intentional about creating systems that could be reused by other team members after I left. This included creating templates for their quarterly newsletters and emails to be used for the foreseeable future. If I had more time, I would’ve unified all documentation that is sent out to clients and volunteers.

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