State Bar of New Mexico

Image and Branding Campaign

The goals of developing a new brand image for the State Bar of New Mexico and its related entities were to:

Create a unified, comprehensive brand for the State Bar and its related entities, including the New Mexico State Bar Foundation and the Center for Legal Education, in order to unify them in their key constituents’ minds and thereby enhance awareness;
Develop an easy-to-use brand for the organization and its related entities that could work in a variety of formats, including, but not limited to, website and electronic communications, stationery, signage, newsletters and other promotional and/or educational materials; and
Implement a graphic standards program so that the State Bar and its related entities could achieve a continuity of communication. Create a graphic standards manual in both written
and website formats.

After three failed branding attempts prior to engaging CWA in 2006, the State Bar is extremely happy to report that all divisions and members have responded positively to the new brand.
The branding has allowed the State Bar to achieve a consistency of communications across all of its three divisions, committees and activities
The brand has reduced the organization’s printing budget by 20% by allowing various communications pieces to be printed on the same run on a two-color press.