Refugee Advice & Casework Service (RACS) are an independent Australian community legal centre that specialise in providing free legal support to people seeking asylum. We worked closely with RACS to create a brand refresh that captured their strong voice and advocacy for refugees and people seeking asylum.
We started with a collaborative workshop to unpack their brand personality and identify their tone of voice. The goal of the brand refresh was to improve awareness by making their brand more emotive and accessible.
RACS’s brand had only a logo, the colour orange and two brand fonts. The challenge for us was to create a brand system that was punchy and versatile, yet simple enough for volunteers and freelancers to work with when designing for RACS. To engage audiences so they understood the importance of legal work for people seeking asylum, we created a concept centred around RACS’s two sides; legal centre and advocate.
Influenced by lawyer’s note taking and annotations, we created a highlighting and underlining visual system. The colour palette was informed by RAC’s values and Lutz Headline, generously discounted by Lineto, was chosen as the primary brand font for its quirks and approachability.
To showcase strength and personality, we chose typeface Plakat and adjusted the orange to be more vibrant. The typeface was altered and we the kept the kerning tight for a bolder effect. To balance the logo, ‘Refugee Advice & Casework Service’ was repositioned under ‘RACS’.
Out of the Dark’s generous donation of Plakat allowed us to give the logo the voice and impact it needed.
Branding & Identity
Out of the Dark
The branding was carried across to the updated website and we created a sitemap based on RACS’s three main users; person who needs help, potential donor and potential volunteer interested in learning more.
The colour palette was used systematically to categorise and group different information. We kept the design of the logo clean and modern to improve accessibility and make it easier for users to donate.
If you’re interested in donating or learning more about Refugee Advice & Casework Service, please visit their website here.