Australian Centre for Disability Law (ACDL)
2019
Branding, Campaign Design, Copywriting
A team project completed with Melany Webster,
Matthew Andrade, Janice Bastari and Mikaela Au.
Matthew Andrade, Janice Bastari and Mikaela Au.
The ACDL is a legal centre for those with disabilities and their associates.
The brief was to create a rebrand that reflected their values and a suite of relevant collateral. The aims were to increase awareness of the ACDL’s legal services and refresh their information resources.
The Problem
The ACDL’s existing branding had a rigid image that mismatched their aims of being accessible, friendly and inclusive. The ACDL’s dense and jargon-heavy content was overwhelming and distanced their clients (especially those with learning disabilities).
Challenges
1. Designing for the visually impaired
2. Designing for learning disabilities
3. Designing for cost efficiency (little to no budget)
The brief was to create a rebrand that reflected their values and a suite of relevant collateral. The aims were to increase awareness of the ACDL’s legal services and refresh their information resources.
The Problem
The ACDL’s existing branding had a rigid image that mismatched their aims of being accessible, friendly and inclusive. The ACDL’s dense and jargon-heavy content was overwhelming and distanced their clients (especially those with learning disabilities).
Challenges
1. Designing for the visually impaired
2. Designing for learning disabilities
3. Designing for cost efficiency (little to no budget)
The Solution
The rebrand presents the ACDL as a wayfinder or friendly guide through the complex legal system.
A neutral visual style was chosen to prioritise legibility at all times, and to reflect the ACDL’s persona: empathetic, friendly yet professionally distant, modern yet timeless, and direct.
In line with the ACDL’s needs, collateral was designed to be printable with office printers, and following Vision Australia’s guidelines for the visually impaired.
The rebrand presents the ACDL as a wayfinder or friendly guide through the complex legal system.
A neutral visual style was chosen to prioritise legibility at all times, and to reflect the ACDL’s persona: empathetic, friendly yet professionally distant, modern yet timeless, and direct.
In line with the ACDL’s needs, collateral was designed to be printable with office printers, and following Vision Australia’s guidelines for the visually impaired.
The Arrow
Taking inspiration from wayfinding, The Arrow was introduced as a brand motif. In a design it directs the eye and links information together. Its twists and turns add a playful spin and symbolise how everyone’s experience of the legal system is different, but the ACDL is there to help.
The Arrow provides much needed imagery for the ACDL who often cannot include images of clients for ethical reasons, or afford illustration work.
Colour
Colour was used to help clients directly access the legal information related to their situation.
The ACDL’s clients fall under three main areas of Disability Discrimination:
1. Workplace Discrimination
2. Access to Goods and Services
3. Education Discrimination
Taking inspiration from wayfinding, The Arrow was introduced as a brand motif. In a design it directs the eye and links information together. Its twists and turns add a playful spin and symbolise how everyone’s experience of the legal system is different, but the ACDL is there to help.
The Arrow provides much needed imagery for the ACDL who often cannot include images of clients for ethical reasons, or afford illustration work.
Colour
Colour was used to help clients directly access the legal information related to their situation.
The ACDL’s clients fall under three main areas of Disability Discrimination:
1. Workplace Discrimination
2. Access to Goods and Services
3. Education Discrimination
Tone of Voice
The rebrand involved a shift in language, from closed and formal to a direct, invitational and casual tone.
The catchphrase “Let’s Talk” was introduced as a nod to the ACDL’s primary service—legal advice over call.
It opens a healthy dialogue about Disability Discrimination which may be viewed as a tricky or sensitive topic. People with disabilities, who often feel unheard, are invited to express themselves.
The rebrand involved a shift in language, from closed and formal to a direct, invitational and casual tone.
The catchphrase “Let’s Talk” was introduced as a nod to the ACDL’s primary service—legal advice over call.
It opens a healthy dialogue about Disability Discrimination which may be viewed as a tricky or sensitive topic. People with disabilities, who often feel unheard, are invited to express themselves.
Using Disability Discrimination Law in NSW
The ACDL’s comprehensive book on Disability Discrimination was redesigned to suit the rebrand.
An existing issue was that all clients were given this book regardless of their situation, and it was too dense to sift through. My response was to condense the book into the Tri-Booklet—a booklet that splits into three pamphlets. Each pamphlet features a main area of Disability Discrimination with an explanation of relevant legislation and a case study example. a
The ACDL’s comprehensive book on Disability Discrimination was redesigned to suit the rebrand.
An existing issue was that all clients were given this book regardless of their situation, and it was too dense to sift through. My response was to condense the book into the Tri-Booklet—a booklet that splits into three pamphlets. Each pamphlet features a main area of Disability Discrimination with an explanation of relevant legislation and a case study example. a
