After serving impoverished clients with free legal services for thirty years, public service law firm Bet Tzedek has undergone its first complete branding. Marketing agency LA ads developed a new logo and identity package, along with a theme line for Bet Tzedek that expresses the organization’s mission: Justice for All.

Established in 1977, Bet Tzedek was initially founded as an outreach program of the Los Angeles Jewish community to provide free legal counsel to Holocaust survivors and low-income seniors. It soon added services in support of the wider non-Jewish community. However, its name, which in Hebrew means “House of Justice” and original slogan taken from the Hebrew Bible often misled its audiences into believing Bet Tzedek served only
Jews. The new branding effort, while maintaining the organization’s name, both modernizes the image of Bet Tzedek and reflects the broad diversity of its audiences, which includes donors, volunteers, staff and clients across the full spectrum of Los Angeles’ residents.

Following a series of focus groups of staff, volunteers, donors and partnering law firms, the agency determined that the three “pillars” of Bet Tzedek’s brand are its high degree of professionalism, its value system based on the spirit of righteousness, and its forward-thinking commitment to innovation. From this, the agency developed a color palette reflecting the diversity of clientele and programs, a logo that symbolizes the torch of Justice, and
the tagline which features the last three words of the Pledge of Allegiance. As is often the requirement in a complete branding project to assure uniformity of brand across all the client’s communications platforms, LA ads produced a “Brand Bible” that describes logo usage, font and color application, brand messaging and sample executions.

Immediately upon the adoption of the new brand, LA ads created new advertising for Bet Tzedek highlighting the individual success stories of some of its clients. Currently featured in the new campaign are the stories of a woman who had been enslaved by her wealthy employers, a developmentally disabled man who was being removed from of his beloved group home of 30 years, and a senior with increasing dementia whose life savings
was stolen by his housekeeper.

Additionally, Bet Tzedek has launched a completely revised website based on the new branding program, which is both easier to use and tells the Bet Tzedek story in a much more compelling fashion.

“While we do branding assignments for many different clients in many different industries, this is one of the most rewarding projects we’ve undertaken,” said Katz. “Bet Tzedek is a savior to so many people without the means to pay for legal help, whose rights have been violated, and who wouldn’t have a voice in the system were it not for this amazing organization. The fact that we can play a role in the forwarding of their mission is hugely special to us.”

NORTHRIDGE, CALIFORNIA (June 1, 2011) — Marketing agency LA ads as been selected by Rose Hills Memorial Park & Mortuaries to create an advertising and marketing program for the English-speaking general market. Rose Hills, located in Whittier, California, is the largest cemetery in the world with more than 1,400 acres of memorial property. it provides funeral services to more than 9,000 families per year.

Centrally located in Southern California, Rose Hills serves a multi-cultural population. LA ads will provide the overall branding and marketing messages that will be the umbrella for all Rose Hills’ efforts in the coming year. Rose Hills will use additional specialized advertising agencies to reach markets in targeted ethnic communities.

“We’re honored to be working with Rose Hills,” said agency president Dan Katz, who has been working with funeral industry clients since the mid-90s. “As a memorial park and funeral services provider, Rose Hills is the crown jewel. What they do, others in the industry see and take note of.”

“Many people are surprised at the range of options available at Rose Hills that are creative, affordable and in keeping with the changing times,” said Katz. “The agency’s most important task is to communicate the value that Rose Hills brings to its families while making the Rose Hills name recognizable as the top choice for any kind of funeral.”

Rose Hills is owned by SCI – Service Corporation International, publicly traded on the NYSE,