Illustrating the voices of Canada’s legal community
Canadian Bar Association
// print design
The Canadian Bar Association (CBA) is the voice of Canada’s legal community, representing some 36,000 lawyers, judges, notaries, law teachers and law students from across Canada. The premier provider of quality legal training and information, they promote fair justice systems, facilitate effective law reform, uphold equality in the legal profession and are devoted to eliminating discrimination.
The CBA came to us with a unique challenge – to provide an illustrative touch to their membership campaign. Illustration is one of the best ways to capture a brand’s personality and is more customizable than photography, especially stock photography – a fitting choice for a company hoping to introduce new audiences to their brand.
Purpose
We created a series of illustrated portraits to accompany member testimonials that were part of the CBA’s annual membership renewal campaign. The minimalist, serious illustration style provided a friendly, relatable tone, appropriate for the campaign’s online and social media framework.
Challenge
One of this project’s most prominent challenges was capturing the likeness of actual members of the community. We had to ensure that they were recognizable while staying true to the illustration style and maintaining a cohesive family of portraits. We met this challenge by taking note of distinguishing features for each individual and subtly applying them in the same visual style.
The illustrations received an enthusiastic response from both the CBA and the members – with some members posting them on social media or using them as profile images. The illustrations we produced created the welcoming, accessible appearance the CBA needed to secure their campaign’s success.
As the campaign progressed and achieved engagement from new audiences, the CBA requested a second set of illustrations to increase their campaign length.
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