The Good Law Project Making the law work for everybody.

Good Law Project is a not-for-profit campaign organisation that uses the law as a force for good. It is unique in both its mindset and its approach to litigation - few organisations have the ability to defend, define, and change the law.

We are part of one of the most politically charged generations. Too many of us hold strong opinions yet do little with them. It’s time for people to move from passive participants to active advocates – and ultimately, to help fund a force for good.

We built a clear purpose for Good Law Project: to create a beacon of hope amidst the current political, social, and economic storms. We defined the brand’s purpose around the call to action of ‘Agency For All’. The organisation exists to make the law an accessible tool for every UK citizen – one that can empower us all to effect real, positive change in society.

We went on to develop a design philosophy that champions bold, simple executions, always putting words first. The aim was to deliver information in a way that is clear, direct, and honest.

With messaging at the heart of the brand, the design language had to serve the words. Typeface choice became our core asset, and the focal point of the brand’s visual identity.

We worked closely with Colophon Foundry to create a custom typeface, Good Sans, based on the iconic grotesk-style fonts. This typeface brings clarity and approachability through every character, placing open, honest messaging at the centre of everything the brand has to say.

The Good Law Project wordmark is directly derived from this font, featuring a distinct, centred typography treatment with a mix of upper and lowercase letterforms, accompanied by a simple holding device.

The colour palette is deliberately wide-ranging, offering a fresh and optimistic tone while avoiding any unintended political associations. Colours were chosen to maximise accessibility and legibility, particularly when used as a backdrop to black typography.

The brands design system is built as a modular, code-like system. Flexible enough to be rolled out in-house and by multiple collaborators, in line with the fast-paced nature of the news agenda.