Free Legal Clinic Gets Free Branding

Access to Justice, which has provided free legal services through volunteer attorneys and paralegals for nearly two years, has in turn received free branding services from Memphis brand identity specialist firm Tactical Magic.

A committee of the Memphis Bar Association, Access to Justice together with Memphis Area Legal Services and the Memphis Debt Collaborative to present free legal clinics at the Memphis Benjamin Hooks Library on the second Saturday of every month.

In announcing the organization’s new logo, committee chair Lisa LaVigne Kelly states, “Tactical Magic did a great job working with our group to create a distinctive brand that will help us market to our clients – and help to foster a relationship with the community we serve. Their process took into consideration the multiple media in which our logo will be used and delivered a solution that is versatile, meaningful, and which will have life for years to come.”

The new Access to Justice logo is a combination of typography and imagery, using the organization’s initials to depict the “Scales of Justice” symbol. Serving as the cornerstone of the organization’s new visual identity system, the logo is also a result of Tactical Magic’s fast track brand development process – which is designed to give small businesses and startups a streamlined version of the brand strategies employed by major companies.

“It's an honor to contribute to an effort that does such good in our community,” said Tactical Magic design director Ben Johnson. He adds, “these are real lawyers and paralegals giving their time to those in need. And we're happy to support of their work.”

The next clinic will be held at 9:30 AM on October 10, 2009 at the Benjamin Hooks Library, 3030 Poplar Avenue.

"A house of brands is like a family, each needs a role and a relationship to others."
- Jeffrey Sinclair