Access Pro Bono
Access Pro Bono is an organisation focused in promoting access to justice in British Columbia by providing and fostering quality Pro Bono legal services for people and non-profit organizations of limited means.
Access Pro Bono seeked our help in order to successfully launch and promote their pilot program for Family Mediation.
Brand Strategy and Positioning
Mediation has a history for being deemed as a method of alternative dispute resolution, the aim of this
project was to present it as a primary dispute resolution. I was part of the creative team which worked with APB and had
the opportunity to re-educate the public about Family Law through Mediation.
A sub-brand is an extension of a bigger brand but specializes in one product or service of the many that the
parent brand offers. It is marketed separately with its own target audience, brand strategy and marketing campaign.
The opportunity was to establish brand loyalty and trust in order to help launch Access Pro Bono's
pilot program in a more prominent way to help increase the chances of its success.
USER JOURNEY: FIRST CONTACT WITH ACCESS PRO BONO
Research showed that Access Pro Bono lacked communication channels as they only had a website which was hard
to navigate and did not have enough social media presence. The majority of their customer interaction
used to be through phone calls. Our proposed solution consists of different channels, providing the customers with all the
information they need and also a quicker way to book an appointment.
We wanted the logo to be recognizable and in direct relation to the parent brand whilst still representing the essence of Mediation.
ART DIRECTION FOR MOTION PIECE
We intended to connect with our target audience on an emotional level and leave them with a memorable impression
of mediation by playing with the metaphor of "light at the end of the tunnel" and showcasing it as a primary dispute resolution solution.
The project took two months to complete and we delivered an informative motion piece, an interactive micro-site and a marketing
campaign which included printing material, info-graphics, radio advertisements and social media content.
Since this topic had a lot of technical jargon, it was extremely important to conduct card sort in order to understand the user's rationale
to make it user-friendly and as less technical as possible.
WIREFRAMING ANS USER TESTING
We did multiple iterations of wireframes, changing according to the user testing results as it was important that the home page was
welcoming and also had all the information a first-time user would need about mediation and it's benefits.