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GYLA is a membership based, non-commercial legal entity with a mandate to: (i) Promote public legal awareness and establish rule of law; (ii) Develop a legislative basis for civil society and a state governed by rule of law; (iii) Protect human rights and freedom; and (iv) Develop the legal profession in Georgia and establish professional ethics among lawyers. Established in 1994, currently GYLA has central offices in Tbilisi, eight regional offices, and over 70 staff who are engaged in diverse projects, like providing vulnerable citizens with free legal services, monitoring activities of public agencies, conducting public awareness campaigns on legal rights, and observing the status of human rights in specific regions. GYLA comprises more than 450 members but the largest portion of GYLA’s budget comes from donor organizations.
The assignment involves a comprehensive brand audit of GYLA, focusing on assessing the current brand identity, including visual elements, messaging, and overall brand perception. The scope includes conducting market research to understand target groups' perceptions and positioning within the non-governmental sector, delivering a SWOT analysis, and defining GYLA’s target audience.
Key deliverables include developing a brand communication strategy, establishing brand positioning, and creating a new logotype that resonates with the target audience. Additionally, the project entails developing key messaging pillars and brand attributes, creating visual elements and ensuring alignment with the brand strategy.
The process includes stakeholder consultations, coaching GYLA’s leadership and PR staff on effective communication of the new brand identity, training on clear messaging, particularly in simplifying complex legal language for various platforms.