Legal Social Mobility Fund Branding

CHALLENGE

The Legal Social Mobility Fund, formerly the AS Foundation, supports aspiring legal professionals facing financial barriers to entering the profession. Following a change in name and positioning, the Fund needed a completely new visual identity with no connection to its previous brand.

The identity also needed to work for a broad and diverse audience – from students and aspiring lawyers to corporate and individual donors – while being genuinely inclusive and accessible.

IDEA

Opportunity should never be a matter of background.

We created a visual identity centred on the idea of opening up pathways into the legal profession. The resulting system uses distinctive graphic forms, confident typography and an approachable visual language to create a brand that feels progressive, human and inclusive rather than institutional.

STRATEGY

I led the creative development with a focus on creating clear separation from both the former AS Foundation identity and other organisations operating in the social mobility space.

Audience accessibility was central to the design process. We considered the needs of people from different cultural and religious backgrounds, alongside physical and mental disabilities and neurodiverse audiences, ensuring the system was flexible, legible and inclusive without becoming visually generic.

The identity was developed as a complete system rather than a standalone logo, with brand guidelines and website designs establishing how it could work consistently across digital and physical communications.

IMPACT

The new identity gave the Legal Social Mobility Fund a distinctive visual presence and a clear break from its previous identity, while creating a more inclusive and accessible platform for the future.

The resulting brand balances the needs of its two audiences – helping aspiring legal professionals feel supported while giving donors confidence in the organisation behind that support.