NCLR
STRATEGY / IDENTITY / WEB / COLLATERAL / EVENT
Who they are
The National Center for Lesbian Rights (NCLR) is a 30-year-old non-profit legal advocacy group for the LGBT community.
The Challenge
On the eve of their 30th anniversary, NCLR realized their brand was suffering from a mid-life crisis. They were still highly regarded within their community as the premier legal advocacy for the LGBT community, but they needed to extend their audience beyond their traditional consitituents (white, middle-aged lesbian women). They needed to engage with and be relevant to a new, younger and more connected generation. Not to mention their existing website was a self-described “mess” – outdated, poorly organized and impossible to maintain.
The Solution
Sequence stepped in to help NCLR reinvent their brand and reivogate their outreach with a bold new brand identity and a completely new website. The new site began with an overhaul of the underlying information architecture and navigation, and a flexible, modular apporach to content and promotions that has enabled them to adapt to rapidly changing communication objectives. We also helped implement a powerful content management system so that their internal staff could easily handle content updates and site maintenance.
