The first thing we tackled was the Legal Aid Services of Northeastern Minnesota name. It needed to be shorter, easier to remember, and like the branding, more approachable. After much research, ideation, and back and forth, Justice North was chosen as the new name. While the name technically came first, while searching for a new name, we were constantly playing around with how one name or another could be represented visually. A name, after all, always significantly dictates the branding. With Justice North so directly calling out the north area of the state, tying in the use of a star was a seamless fit. Minnesota is known as the north star state after all. This custom created star also acts as the brand's shorthand icon and a distinctive element to play with across mediums.

The Justice North color palette was chosen to be professional looking while also emanating a friendly, welcoming feel. The primary navy blue and teal are also tie-ins to the northern Minnesota region that the organization serves. Furthermore, the font was selected for it cleanness and simplicity. The font system also provides prime readability and an accessible air, perfect for Justice North's client base. All of these elements together help form the system that is the Justice North brand that you see below.

Creating a new website for Justice North required a user-centric approach focused on accessibility and simplicity. We designed the site to be easy to navigate, allowing users to find the information and resources they need quickly. The streamlined layout guides visitors through the site with intuitive menus and clear calls to action, ensuring a seamless user experience.

The new website also reflects Justice North's updated brand identity, with a clean, modern design that incorporates the organization's new logo and color palette. To meet the needs of Justice North's diverse audience, we emphasized functionality, integrating key features such as an accessible contact form, information-rich sections about legal aid services, and a resources page with relevant information.

Overall, the website provides Justice North with a robust digital platform that is both visually appealing and highly functional, reinforcing the organization's commitment to providing accessible legal services to the communities they serve in Northern Minnesota.