Transforming the Legal Education Foundation for a more equitable future

The challenge: a funder in transition

LEF are a leading independent funder, distributing around £10m annually to help communities across the UK use the law to create a more just and equal society.

As they prepared for their 2025–2030 strategy, they recognised a fundamental challenge: their brand, communications, and digital presence no longer reflected the shift they’d made into becoming a social justice funder.

They needed a new identity that would help them engage more effectively with grant partners, peers, and policymakers while ensuring their commitment to equity, power-sharing, and lived experience was clear.

Our approach: strategy-led transformation

We were selected to lead the brand and website overhaul, ensuring that every aspect of LEF’s identity aligned with their evolving mission. Our work focused on three key areas.

1. Brand strategy, positioning and name
2. Visual identity refresh
3. Website and digital-first communications strategy

1. Brand strategy, positioning and name

We conducted a strategic brand review to refine the organisation’s name and positioning as a funder committed to anti-oppression, inclusion and rebalancing power.

Through extensive audience research, including in-depth interviews with grant partners, peers and sector leaders, we identified key perceptions and challenges.

When you work with LEF you get a feeling of integrity, excitement and that they’re working really hard. They’re struggling to get that mood into their words, and I think they should shine – but it’s just hidden under some bland stuff!
― Brand research participant

Name refinement

This work uncovered a disconnect between the organisation’s name and their work. ‘The Legal Education Foundation’ was originally founded from proceeds of the sale of The College of Law. With this historical link no longer obvious, the word ‘education’ was tripping people up.

Through a collaborative process involving the Foundation’s whole team, board and peers, we simplified their name to ‘LEF’. This initialism had the benefit that it:

• was already in use by people who know the organisation
• removed the need to explain the word ‘education’
• was available as a .org.uk web domain

The new simplified name is supported by a more explanatory strapline that can grow and evolve along with the organisation: funding law for social justice.

Key insights

• Many grant partners felt LEF’s previous brand was overly institutional and not reflective of their inclusive and relational approach.
• Some organisations wanted to see LEF’s commitment to social justice reflected more strongly in their brand.
• LEF’s role as conveners, partners and collaborators in influencing wider funding practices was highlighted as a key attribute.
• Regional challenges varied significantly, with partners outside London and the South East feeling overlooked in sector-wide funding conversations.
• LEF’s flexibility and relational approach to funding were highly valued, distinguishing them from more rigid, bureaucratic funders.
• The brand’s tone of voice was seen as neutral and clear but lacked the passion and commitment that partners experienced in their interactions with LEF.

Using these insights, we developed a narrative that reinforced LEF’s leadership in funding for social justice, while ensuring their communications remained clear, authoritative, and accessible.

2. Visual identity refresh

Our research revealed that LEF’s existing brand felt detached from the frontline realities of social justice work.

We developed a refreshed identity that balanced credibility with approachability, including:

• a refined logo and typography that modernised the brand while maintaining trust and recognition
• a new colour palette that moved away from corporate tones and instead reflected warmth, collaboration, and impact
• a more expressive and engaging tone of voice that better reflected the organisation’s values and the energy behind its mission
• a future-proof and digital-ready visual toolkit

The visual identity uses a simple illustration style to help describe abstract concepts like diversity, inclusion, connection and solidarity. When paired with bold colours, friendly type and minimalist layouts, the overall identity feels warm, confident and active while also carrying authority.

3. Website and digital-first communications strategy

With a website redevelopment planned for the strategy launch, we laid the groundwork for a digital experience that would:

• improve accessibility and usability for all audiences

• bring their strategy to life and engage new audiences with their mission and shared values

• provide clear and transparent information on funding opportunities

• establish a consistent and engaging social media presence

• position LEF as an advocate for more equitable funding practices, using their platform to drive conversations on power-sharing in philanthropy

We helped LEF streamline their online content, tested a new information architecture and created a new accessible digital toolkit that scales and flexes the new brand across their whole website.

lef.org.uk