A mission of ambition
When Groundwork Legal came to us, they were starting at square one. This brand new org touted a sense of urgency and some big goals: protect and advance civil rights in Minnesota while pushing the law forward in ways that create real, lasting change.
From the start, it was clear they weren’t your average legal nonprofit. Groundwork isn't here to react. They work proactively, using strategic litigation, policy advocacy and deep collaboration with government partners to create structural change. Their practice is about rebuilding trust in systems, restoring faith in the rule of law and improving people’s lives in tangible ways.
Groundwork has a “both/and” mindset: holding complexity, working across divides and finding solutions that move things forward without becoming adversarial. Behind every system, they reminded us, are just people. That idea stuck with us.
When Groundwork Legal came to us, they were starting at square one. This brand new org touted a sense of urgency and some big goals: protect and advance civil rights in Minnesota while pushing the law forward in ways that create real, lasting change.
From the start, it was clear they weren’t your average legal nonprofit. Groundwork isn't here to react. They work proactively, using strategic litigation, policy advocacy and deep collaboration with government partners to create structural change. Their practice is about rebuilding trust in systems, restoring faith in the rule of law and improving people’s lives in tangible ways.
Groundwork has a “both/and” mindset: holding complexity, working across divides and finding solutions that move things forward without becoming adversarial. Behind every system, they reminded us, are just people. That idea stuck with us.
Positioning a different kind of legal organization
During our discovery phase, we uncovered a set of differentiators that shaped every step that followed.
Groundwork is a women-led organization in a traditionally male-dominated field, bringing a collaborative, human-centered perspective to legal work. They combine deep federal and institutional knowledge with a solutions-oriented approach that prioritizes progress over posturing. They’re as comfortable working alongside government agencies as they are holding them accountable. It became clear to us that a dynamic like that is rare.
Just as important, the organization creates space for people. Clients feel seen and respected. This work is sensitive to lived experience, not just legal theory.
All of this led us to a clear positioning: this is an organization doing law differently. We built the brand around a few core ideas:
Rebuilding trust in systems and the law itself
Choosing solutions over fear
Collaboration between legal experts, organizers and communities
Navigating complexity to find common ground
Focusing on practical progress, not performative politics
During our discovery phase, we uncovered a set of differentiators that shaped every step that followed.
Groundwork is a women-led organization in a traditionally male-dominated field, bringing a collaborative, human-centered perspective to legal work. They combine deep federal and institutional knowledge with a solutions-oriented approach that prioritizes progress over posturing. They’re as comfortable working alongside government agencies as they are holding them accountable. It became clear to us that a dynamic like that is rare.
Just as important, the organization creates space for people. Clients feel seen and respected. This work is sensitive to lived experience, not just legal theory.
All of this led us to a clear positioning: this is an organization doing law differently. We built the brand around a few core ideas:
Rebuilding trust in systems and the law itself
Choosing solutions over fear
Collaboration between legal experts, organizers and communities
Navigating complexity to find common ground
Focusing on practical progress, not performative politics
Identity: here for the long haul
The name came into focus quickly once we aligned on the organization's approach. This is work that happens on the ground. It’s foundational. It’s about laying the conditions for long-term, structural change, not quick wins or surface-level fixes.
Groundwork Legal captures that mindset. It speaks to preparation, persistence and progress, and reflects the behind-the-scenes effort required to move systems forward. Groundwork believes that meaningful change is built, not presumed. Straightforward, pragmatic and quietly confident—just like the organization itself.
We paired the name with a no-nonsense tagline: Advancing Justice and Democracy. That clarity became a guiding principle for the broader messaging system: accessible, down-to-earth and focused on outcomes.
The name came into focus quickly once we aligned on the organization's approach. This is work that happens on the ground. It’s foundational. It’s about laying the conditions for long-term, structural change, not quick wins or surface-level fixes.
Groundwork Legal captures that mindset. It speaks to preparation, persistence and progress, and reflects the behind-the-scenes effort required to move systems forward. Groundwork believes that meaningful change is built, not presumed. Straightforward, pragmatic and quietly confident—just like the organization itself.
We paired the name with a no-nonsense tagline: Advancing Justice and Democracy. That clarity became a guiding principle for the broader messaging system: accessible, down-to-earth and focused on outcomes.
Visually, we sought balance with this brand. Approachable, but not soft. Sophisticated, but not distant.
We landed on a timeless system: a clean sans serif wordmark paired with a simple, memorable icon. The mark integrates a “G” and “L” into a form that evokes building blocks and structure: the foundations for progress. We also introduced hand-drawn illustrations to reinforce a core belief that behind every system is people—and those people are both impacted by and capable of changing those systems. The illustrations add personality and a sense of care to balance out the exacting nature of the legal world.
Color plays a supporting role, with contemporary pops that keep the system feeling fresh without sacrificing credibility.
A digital home for action
We extended the brand into a custom Craft website that serves as Groundwork’s digital hub.
The site brings the identity to life through illustration, typography and thoughtful pacing, while keeping usability front and center. Clear calls to action invite visitors to get involved, seek support or contribute as donors.
A robust and flexible news section gives Groundwork a platform to share case updates, publish perspectives and actively shape the narrative around civil rights and democracy.
We extended the brand into a custom Craft website that serves as Groundwork’s digital hub.
The site brings the identity to life through illustration, typography and thoughtful pacing, while keeping usability front and center. Clear calls to action invite visitors to get involved, seek support or contribute as donors.
A robust and flexible news section gives Groundwork a platform to share case updates, publish perspectives and actively shape the narrative around civil rights and democracy.
Since launch, Groundwork Legal has already begun making an impact, filing cases and building momentum across Minnesota and beyond. We continue to support the organization through ongoing website work, helping them adapt as their reach expands.
This was a rare kind of project where we got to build something from nothing, alongside a team deeply committed to changing systems for the better. We’re grateful to play a small part in that work, and can't wait to see where Groundwork goes next.
