Origo Helps LASCO Expand Reach & Impact With New Brand

October 16, 2024

Few legal aid organizations serve as urgent a need as Ohio State Legal Services Association (OSLSA). OSLSA recently partnered with Origo Branding to develop a new, cohesive brand identity, including a new name, logo, and overall communication strategy. Witnessing it come to life has been immensely fulfilling since it encapsulates OSLSA’s unique mission: moving toward justice.

Two Into One: Crafting a New Name For a Singular Organization

OSLSA was formed out of a merger of two legal aid organizations, each of which served different areas of the state. In response to this unique challenge, Origo worked with the OSLSA team to arrive at a single name that reflected the new organization’s expanded geography and value proposition without being overly verbose. Furthermore, the name also had to be easily abbreviated. After testing amongst stakeholders, the result was Legal Aid of Southeast and Central Ohio, or LASCO: a name that succinctly represents the regions that LASCO serves while remaining pleasing to the ear. 

From Mission to Logo to Visual Identity

The inspiration for LASCO’s logo emerged from its long-standing mission: advocating for Ohioans in civil matters as they overcome unfairness and injustice and working to reduce poverty. By developing the new logo using a symbolic flame and shield design approach, we symbolized the values of LASCO, providing protection and justice for individuals experiencing hardship. 

Putting People First Through Implementation Strategy

In addition to developing a new identity for LASCO, Origo is also proud to have partnered on an implementation plan that prioritizes LASCO’s key audiences, primarily people in need of legal aid. To do so, we developed a full suite of assets with the LASCO team, including informational handouts, donor materials, and other tactics.

We also developed new website designs for LASCO and its centers, the Ohio Poverty Law Center and the Fair Housing Center. Our goal with each deliverable was to eliminate barriers for the people LASCO serves, and we are proud to have done so in close partnership with the LASCO team, helping them make legal services as accessible as possible for all.

Helping Move Toward Justice

As LASCO moves forward as a merged organization, they are now equipped with a distinct brand identity that encapsulates its unique impact on Ohioans and prioritizes easy access and clear information for those in need. Origo is proud to have partnered with LASCO on this journey, and we are excited to see how the LASCO brand continues to be a touchpoint for Ohio communities long into the future.

Ready for your next brand strategy?

We can help. Contact us today to learn more.