CASE STUDY
ASIAN LAW CAUCUS
Asian Law Caucus
Brand Identity / Web Design
Agency: Raygun
Collaborators: Tré Seals/Vocal Type (Typography)
Asian Law Caucus is the nation’s first legal and civil rights organization serving low-income, immigrant, and underserved Asian American and Pacific Islander communities.
They bring together legal services, community empowerment, and policy advocacy to fight for immigrant justice, economic security, and a stronger, multiracial democracy.
I’ve had the honor of working with the Asian Law Caucus team since 2021, when they first came to Raygun for a brand identity and website design. Last year they returned for a rebranding project when the organization split from their former affiliation, Advancing Justice.
They wanted to create a bold, yet professional brand that honors their history and makes a statement about their enduring commitment to community struggle and civil rights activism.
As a designer, one of the most exciting parts of the rebrand was collaborating with typographer Tré Seals to design a custom typeface for ALC’s new logo. Tré’s foundry, Vocal Type, creates typefaces that highlight a piece of history from a specific underrepresented race, ethnicity, or gender—so taking on Asian Law Caucus as a pro bono client was both a generous gesture and a perfect fit.
For inspiration, we dug into ALC’s archives to find examples of their logo across the decades and photos of their staff at protests, rallies, and community gatherings. After an iterative and collaborative process, Tré created ALC Sans, inspired by the organization’s history, achievements, and connection to community.
