THE CHALLENGE

This well-established association serves in-house legal counsel around the world. A recent renovation of the headquarters brought the office aesthetic into a more modern feel, and the client recognized a need for refreshed marketing materials. While taking a corporate, black-and-white subject matter into something more appealing, Think Baseline also needed to heed the association’s more buttoned-up brand. The existing red and black color palette had to stay, but evolve to reflect a more modernized look that appealed to a global audience.

THE SOLUTION

The Think Baseline team gave the ACC’s membership materials a total design overhaul, being mindful of the need to stay within the more conservative lines of creativity. We approached the overall look with an eye to being more modern, maintaining the current color palette, and having consistency between the materials used in the States and around the world. We collaborated with the ACC international offices to choose the optimal imagery and make any content edits needed for that market. The result was a more visually exciting, modern design that reflected a traditional association, while still being appealing to new potential members.