Founded in 2019 by a small group of volunteer lawyers, Lawyers for Climate Action NZ has grown into a nationwide organisation with over 400 members and a dedicated legal team. As the impacts of climate change intensified — and New Zealand’s climate response continued to stall — the organisation recognised the need to strengthen how it communicates its work, voice and impact. Jory&Co partnered with Lawyers for Climate Action NZ to refresh the brand and build a clear, confident platform and toolkit that could support their growing influence and advocacy.
The challenge
While the organisation’s legal work and credibility were strong, its brand and digital presence no longer reflected its scale, ambition or authority. Messaging was fragmented, visual tools were limited, and the website and social channels struggled to clearly explain complex legal issues in an distinctive and consistent way. The challenge was to evolve the brand without losing trust and to create a system that could support campaigning, membership growth and public engagement.
The solution
We delivered a full brand refresh, including brand strategy, visual identity, tone of voice and detailed brand guidelines. The new identity brings together three core ideas:
A shared responsibility to act on climate change through the law, expressed through a distinctive thumbprint mark.
Curved forms inspired by weather systems and isobars, reflecting scientific urgency and pressure.
Aotearoa New Zealand revealed in negative space, grounding the work in place and purpose.
The visual system pairs a bold black-and-white base with urgent orange and warm greys, supported by confident, authoritative typography. Alongside this, we developed clear messaging, a social media strategy, flexible templates and motion assets to help the team communicate consistently across channels.
We also designed and built a new website that makes complex legal advocacy easier to understand, while giving the organisation a strong, credible public voice.
The result
Lawyers for Climate Action NZ now has a clear, distinctive and authoritative brand that reflects its role as a leading legal voice on climate action. The new identity and website support stronger public engagement, clearer storytelling and more confident advocacy – helping the organisation speak truth to power with clarity, credibility and impact.