Everyday Law
Helping everyday Victorians navigate the legal system
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Concept development
Brand strategy
Tone of voice
Messaging
Brand guidelines
Case study development
Concept development
Brand strategy
Tone of voice
Messaging
Brand guidelines
Case study development
The Victoria Law Foundation is a not-for-profit, statutory body which helps Victorians understand the law and their legal system. As part of their digital strategy, the Foundation launched a new sub-brand and website to provide free, plain language legal information to the general public. Studio Binocular were involved right from the outset, working with the Foundation to review user personas as well as the most common legal situations that people face in everyday life. We undertook a comprehensive naming process to arrive at the ultimate name of ‘Everyday-Law.’
We developed a friendly, accessible and approachable tone of voice for the new brand, to distinguish it from the existing corporate voice. This helped Everyday-Law connect directly to their target market in a more conversational way, whilst building on the trustworthy reputation of the master Foundation brand. This was extended into the development of humorous copy to help bring academic legal concepts into relatable everyday situations. Studio Binocular implemented the Everyday-Law brand to a variety of applications including writing case studies and designing print and online materials. It became a valuable tool for the Foundation to breaking down barriers for people who may have difficulty navigating the complexities of the legal system.
The Everyday-Law website helped over 700,000 Victorians navigate the law in a 5 year period.
