Brand Identity

Elevating success through innovative law and justice education

with Law In Action Within Schools

The new brand sets a dramatic but youthful tone by capturing young people in positions of empowerment in black and white.


Since 2018


​Branding Messaging, Visual Identity, Content Architecture, Content Migration, Website Design, Website Development

LAWS harnesses the power of experiential law education to help students succeed. They bring high schools, law schools, and justice sector professionals together to infuse law themes into the education curriculum and provide tutoring and mentorship programs to help students reach their potential. With less than 7% of leaders in Canada’s legal sector being visible minorities, the program is helping to diversify the profession and justice sector as a whole.

Loop has been collaborating with LAWS to optimize their brand for the digital world and create a new website experience that expresses the story and impact of their work.

The new logo set in LAWS signature orange, uses a framing device which references the refreshed brand promise, ‘to frame the future of student success and the law.’

A new custom icon set was designed to depict the brand values, and add an additional punch of colour to the website and colateral.

LAWS is one of the best nonprofit websites.

Our Approach

The new LAWS identity and website presented an opportunity to make a powerful statement about the need for diversity in the law and justice sector, and communicate LAWS innovative path to achieving that goal. Our approach began by engaging stakeholders through a virtual visioning exercise. It quickly became clear that the organization needed to communicate more purposefully and bring stories of impact and success to the forefront.

These activities helped uncover a clear brand foundation centred around the promise that LAWS will ‘frame the future of student success and the law,’ an idea which visually extends to the new logo, content frames, and a custom icon set.

The fresh visual direction for the brand is elevated by bringing success stories to life through powerful black and white photography of real students experiencing the legal sector first hand. These photos set a dramatic tone which captures empowerment and confidence, core values that LAWS is building in the next generation. Photography is punctuated with vibrant turquoise and orange accents, ensuring that the brand still feels youthful, and that calls to action pop.

Website prototype.

“As a youth outreach organization, redesigning our website was essential but never on top of our to-do list. We knew that a more appealing, vibrant, dynamic and effective website would be key to reinforcing our message of advocacy, legal education and postsecondary access. Working with Loop made the whole process not only possible, but incredibly informative, introspective, and rewarding. The team at Loop quickly understood our vision and were able to create a beautiful website that accurately showcases our mission, work and impact.”

Eleonora Dimitrova, Executive Director

The website work seamlessly across devices.

All Touchpoints Considered

Having migrated from Drupal to WordPress, LAWS now has an intuitive drag and drop platform to manage and scale their online presence. The new website now enables more intuitive displays of dynamic content across all devices and helps LAWS meet web accessibility standards more effectively. Most importantly it brings their mission to life in a way that connects with both the vibe of young people and the professional legal world. It reflects the diversity that the organization is determined to achieve in the justice sector.

Stories and testimonials bring humanity to the brand.

Icons and large statistics help to set the context for LAWS work, and the impact that the organization is having.

This case study from Law in Action Within Schools is an example of Loop’s designing for good.

From Empathy to Impact

The LAWS brand and website just launched. Stay tuned as we share the impact in the coming months.

Thank you LAWS.