Transgender Law Center, San Francisco, CA
As the lead strategist for Taproot I was tasked with re-branding the Transgender Law center; a non-profit struggling to communicate it’s core competencies and differentiate its services. There were two challenges here – 1.To find a balance between the conservative values of the legal profession and the progressive nature of transgender rights.
2.To develop a communication strategy for a non-profit with many services and a variety of audiences.
The development of key messages and positioning that targeted specific services to specific audiences. Strategic brand recommendations and communication guidelines that took careful consideration of brand perception.
A re-branding that allows TLC to communicate its services more succinctly and to targeted audiences.