National Center for Lesbian Rights
When you’re fighting for LGBT rights, you need a strong brand to back you up.
The Audacity to Fight for Justice
The Challenge: For more than 30 years, the National Center for Lesbian Rights has been winning precedent-setting court cases to protect the rights of lesbian, gay, bisexual and transgender Americans. But they aren’t the only — nor necessarily the most well-known — legal organization in their field. It was time to rethink their brand.
Our Approach: Fenton knew NCLR’s secret to standing out was hiding in plain sight — it was just a matter of teasing it out. We compared their brand positioning to their peers’ and surveyed their staff. Most of all, we listened. We concluded that NCLR’s unique brand promise — the most compelling thing that set them apart — was their sheer tenacity. They were the ones who took on the hardest and seemingly most impossible cases and never gave up. We came up with a new tagline we thought suited them perfectly: “The audacity to fight for justice. The perseverance to win.”
Progress, Accelerated: NCLR has since taken our branding recommendations to heart. The group has completely overhauled its Web site, adopting a fiery crimson color scheme that better reflects the passion that distinguishes them. In 2008, NCLR celebrated the California Supreme Court’s groundbreaking decision to legalize marriage for same-sex couples, a case they had pursued for years – and great reinforcement of their brand.
