Founded in 1971, Earthjustice is the nation’s original environmental law organization, but this pioneer had difficulty standing apart from the many other environmental nonprofits competing for donor support and market attention. The organization needed to engage the big-picture achievers who comprise its most treasured partners, donors, influencers and brand ambassadors.

Working with brand strategy firm Tait Subler, Earthjustice completed an internal repositioning process to define and articulate the organization’s core purpose. In partnership with Hen’s Teeth branding, design firm Cue manifested this new brand positioning, by developing a bold new brand identity that lets Earthjustice speak with a strong voice.

For the website, publications and fundraising efforts, Earthjustice writers and designers now have tools to help them focus on continuity of the core ideas, so they can ultimately present a unified brand. Cue's work empowered others working on the brand—writers, designers and producers—to use these tools effectively, so that the brand speaks with one voice.