Legal Aid of Southeast & Central Ohio (LASCO) New Brand Strategy

Legal Aid of Southeast & Central Ohio

Few legal aid organizations serve as urgent a need as Ohio State Legal Services Association (OSLSA). OSLSA provides civil legal aid and advocacy to overcome injustice, reduce poverty, and increase opportunity. OSLSA partnered with Origo Branding to develop a new, cohesive brand identity, including a new name, logo, and overall communication strategy that expands their reach and encapsulates the OSLSA vision of helping to create a just and fair society where we all have the opportunity to thrive and have lives free of poverty.

Services Provided
  • Content Strategy
  • Web Strategy
  • Brand Strategy & Concepts
  • Positioning Strategy
  • Messaging Strategy & Guidelines
  • Brand Guidelines
  • Logo Design
  • Collateral & Branded Materials
  • Internal Communication Strategy
  • Social Media Strategy
  • Social Media Strategy
  • Copywriting & Messaging
  • Tradeshow Design & Strategy
  • Educational Campaigns & Tactics

OSLSA was formed out of a merger of two legal aid organizations, each serving different areas of the state. 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 verbose. 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.

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. Using a symbolic flame and shield design approach, the logo symbolizes the values that guide LASCO as it provides protection and justice for individuals experiencing hardship.

With a new identity in place, Origo set out to create an implementation plan that prioritized LASCO’s key audiences, primarily people in need of legal aid. Origo developed a full suite of assets, including informational handouts, donor materials, and social media templates, that help clearly communicate LASCO’s mission and how it can support Ohioans in their time of need.

To help launch the new brand, Origo also updated the website designs for LASCO and its centers, the Ohio Poverty Law Center and the Fair Housing Center, working in lockstep with the LASCO team to ensure the user experiences for each of the three websites helped eliminate barriers for the people they serve. Through an easy-to-use navigation system, clean design, and a clear visual hierarchy, the site helps users find the information and support they need, furthering LASCO’s goal to make legal services as accessible as possible for all. As LASCO continues to move forward as a merged organization, they are now equipped with a distinct brand system for its different entities that will help communicate its profound impact on Ohioans for years to come while prioritizing easy access and clear information for those in need.

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