The Making of the Brand: The All-New LESA

LESA’s same trusted continuing legal education in Alberta now has a new look.

On June 17, 2021, we unveiled our fresh, modern, and fully redesigned brand. With professionalism, innovation, collaboration, and dedication penned as long-standing values of our organization, it only made sense to ensure the forward-facing characteristics of our brand personality embodied these as well. With a move to a new space, organizational changes, and a plan to enhance the use of technology in both our programs and resources, it seemed like the perfect time to update our brand.

LESA has maintained a well-established brand within the Alberta legal community for decades. In looking to our history, current landscape, and future plans, we knew we would want our new brand to honour where we have been and set the tone for where we are headed.

The Audit

With several large projects planned for 2020 (the creation of the first-ever Alberta Business Law Practice Manual, website re-design, all-new LESA Library platform offering enhanced navigation and searchability) we knew we would need to enlist a bit of help to reach a simultaneous completion and launch of all four projects. It was time to bring in some reinforcements.

In January of 2020, a small team of LESA staff met with the team at zag. With the expertise of zag team members, we were able to audit our strengths, areas of opportunity, and goals for the future. We assessed our overall place in the Alberta legal landscape as well as dove into the finer points of our communications plans, social media activities, and ways of reaching our loyal customers in ways that best served their needs. We further clarified our key messages and in taking stock of our long-standing values, we built out a brand personality and plan to launch the all-new LESA.

The Logo

It was after the first wave of COVID-19, with all of us working from our living rooms, where we excitedly met (virtually) with the zag team for the unveiling of the proposed new logo options for LESA. With having discussed our goals for the future and solidified a written personality for our brand, the visuals fell into place easily.

The new LESA logo is based on tradition; with visuals that represent our continually evolving organization. Using a sans serif typeface, the logo visually communicates that we remain as your trusted, consistent source for quality continuing legal education. The new colour palette of deep green and fresh blue sets us apart from other entities in the legal profession, hopefully helping you to easily recognize the LESA brand. The icon represents the converging branches of the law and how LESA responds to the diverse needs of the Alberta legal community. We are so happy with how this logo turned out!


The Launch

With having begun work on these projects long before the global pandemic impacted our ability to gather together, we had originally planned to host an in-person launch party at our brand new LESA Program Space in TD Tower, Edmonton. However, as many plans have shifted throughout these last 16 months, so too did our launch party. We virtually launched the brand new LESA along with a fully redesigned website, LESA Library, and Alberta Business Law Practice Manual in mid-June, and we couldn’t be more excited to share it all with you.

The Invitation: Online Launch Party

We invite you to join us next week for an online launch party. Taking place on LinkedIn from July 12–15 we invite you to leave a comment on our launch party post (posted at 9am on Monday July 12) with your feedback on the new LESA brand, redesigned website, or favourite new feature of the LESA Library. All comments posted to LinkedIn between July 12 at 9am to July 15 at 4pm will be entered into a draw to win a free webinar from our 2021-2022 program year. The winner will be notified on July 15 by 5pm.

Thank You

It’s a new LESA, with your same trusted continuing legal education. With lots of change happening at LESA, we just want to pause and take a moment to express how truly grateful we are for your ongoing support. We do what we do to serve you. Thank you for your commitment to striving for excellence in your career. We remain committed to providing you with innovation and engaging programs and resources in ways that best suit your needs and allow you to continue to grow in your practice.

If there is an area where we can better support you, we’d love to hear from you. We welcome your thoughts, feedback, questions, and ideas. Please feel free to send us a note at [email protected]

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