The Challenge
Shoalcoast Community Legal Centre has been operating for 25 years as a regional community legal centre which provides free legal advice and information, community legal education and law reform. The service has expanded over the years to cover more than the Shoalhaven and the coast, and now covers the 5 Local Government Areas of Shoalhaven, Eurobodalla, Bega Valley, Queanbeyan-Palerang and Snowy Monaro. Shoalcoast commenced the re-brand looking to better reflect the areas they cover and the work that they do.
The Strategy
Like with any, well-established organisation looking to change their branding, we needed to navigate the process with careful consideration. This not only included how Shoalcoast presented themselves to the community, but also their name under which they operate. With the expansion of their services to inland regional LGAs in Southern NSW, a ‘coastal’ name now lacked relevance with much of their audience. Through close consultation with Shoalcoast, we worked through a strategic process, ensuring we listened to stakeholders and current ambassadors for the brand. We looked at the category, the organisation, and their customer needs in order to identify the most appropriate direction for naming and developing an identity strategy. After several stages of stakeholder consultation, testing and internal presentations by the team, we arrived at a name that best represented the service and their operating areas – South Coast & Country Community Law.
The Creative
Tonally, it was essential for the visual design elements to be simple, whilst being distinctive in their category of being a community legal centre across multiple LGAs. Working closely with the client, we arrived at a new creative direction for the South Coast & Country Community Law logo, along with a natural palette of colours that could be brought to life across multiple communication channels. During the process, we applied the new branding to demonstrate how the new name and branding looked across several touchpoints. South Coast & Country Community Law is progressively rolling out the new branding according to our recommended approach for consistency.
The Results
Only launched recently primarily with a reskin of the www.scclaw.org.au that we had developed for them in 2023, they continue to apply the change confidently across all their collaterals and community material. As an organisation that has returned for more of our marketing services, South Coast & Country Community Law has been happy with the results. We’re looking forward to seeing it all rolled out this year.
Whether you’re on the South Coast, Wollongong, Sydney, or Canberra, if you would like to know how to create greater visibility for your small business, get in touch today.
