Urban Justice Center is a collective of non-profit lawyers who set up shop in a burned-out building in East Harlem. With no funding, they arrived at soup kitchens, jails and shelters—places other lawyers would not go—setting up free legal clinics to help the disadvantaged. Their brand had always been an afterthought until the US political landscape shifted in 2016. Trump’s immigration policies pushed them to create a more accessible, engaging, and inspiring brand to drive recognition and fundraising. The creative concept is ‘JUSTICE RISING’ because no one deserves to lose a winning case. Driven by the grassroots methodology of the Urban Justice Center, the identity is inspired by the simple boldness and in-your-face attitude of protest placards and the philosophy of justice for all. The brand positions the Urban Justice Center as champions of change. Using free typefaces, Impact and Radley, the brand is easy to use and accessible to all. Bold typography and illustration create a voice for the underrepresented. From 2018 alone, the Urban Justice Center has impacted 15,689 people through their legal services, closed 10,516 cases and saved 10 million+ in taxpayer money through their work.