Phoenix Legal Action Network
Phoenix Legal Action Network (PLAN) is an Arizona-based nonprofit working to advance justice for immigrants and their families.
As a small team making a big impact in Arizona’s immigrant community, they needed essential tools to do more with limited resources—starting with a refreshed brand to strengthen connections and a new website to improve accessibility for their clients and community.
Project Type
Brand Identity
Website Design
Website Development
Collaborators
- Tory Howell: Creative Direction, Lead Designer, Lead Developer
- Triniti Burton: Brand Strategy, Content Writing
- Angel Bih: Website Development Support
Discover
Learning about PLAN
Discovery Questionnaire
PLAN filled out a discovery questionnaire to share information about their mission, brand, and needs. We held a meeting to review the information together.
User Journey Map & Requirements Documentation
We collaborated with PLAN to identify their main website visitors, the information each visitor needs, and the action we would like them to take. From this, we documented website requirements.
Key Findings
1
The heart of PLAN’s work is their storytelling. It is vital that the stories of immigrants in Arizona are reflected throughout the site.
2
PLAN’s team is small - only two full time people. Their brand needs to be easy and simple to work with. Their website needs to be easy and intuitive for them to update on their own.
3
PLAN is having a hard time being accessible to their community. They need a way to share resources, answer legal questions, and make information available in multiple languages.
4
PLAN’s brand is undefined so it is inconsistent. Clarifying the brand will help them appear more credible to funders and sponsors.
Define
Connecting organization goals to project goals
Organization
Project
Appear more credible to funders
Create a brand that is consistent, clear, and easy to work with
Become more accessible to clients
Create a website that reflects the vibrant community of PLAN’s staff, board, partners, and clients. It should also have the following features:
- Bilingual - English and Spanish
- Easily accessible on a cell phone
- A way to contact PLAN and ask legal questions
- A resource center that can be easily maintained by non-technical staff
Develop
Create a brand that is consistent, clear, and easy to work with
After gathering community input, we decided to keep PLAN’s logo itself the same - with the exception of a few small adjustments. During this process we expanded the brand and introduce guidelines that their in-house communications team could follow.
Previous Logo
New Logo
Headlines - Clash Display Bold
Body Copy - Archivo
Develop
Create a website that reflects the vibrant community of PLAN’s staff, board, partners, and clients.
We created a multi-language website that highlights the stories of PLAN’s clients. It includes a resource center with resources in English and Spanish, a way for visitors to ask legal questions, and has a focus on mobile device accessibility for folks who are visiting the site on government phones.
Outcomes
PLAN’s staff have been able to easily adhere to brand standards when creating materials on their own. This tells us that the brand is clear and easy for communications staff to work with.
The design and messaging updates tell a clearer and more effective story of PLAN’s work. Shortly after launching the new site, PLAN received a message from a potential funder who had noticed the brand and website updates. The funder reached out because they thought the website did a much more effective job of telling their story.
