Our process was guided by the same principles guiding our client: accessibility and community engagement.
The transformation of St Kilda Legal Service to Southside Justice began with an inclusive co-design process. The Steering Committee – a diverse collection of staff, board members, community partners, and even clients – was pivotal in this journey. Across a series of Miro boards and Zoom meetings, the committee ensured the rebrand encapsulated multiple perspectives while navigating lockdown constraints. The new brand name, Southside Justice, reflects the organisation’s commitment to free legal services and expanded geographic reach beyond St Kilda.
The brand guide was also produced using a co-design approach, ensuring consistent use of the new logo, colour scheme, graphic devices and typography during implementation. Physical spaces were enhanced with intuitive signage and wayfinding that adhered to the brand's aesthetic. Further strengthening the brand story, a professional photography session captured the essence of the diverse community Southside Justice serves.