Branding & Style Guide
CLIENT
Tribal In-House Counsel Association (TICA)
SERVICES
TICA: A Hub for Knowledge-Sharing and Camaraderie
The Tribal In-House Counsel Association (TICA) was founded in 2012 and supports attorneys who provide legal services to tribes and tribal governments. With the use of an active listserv, regular virtual continuing education programming, and a celebrated annual conference, members pool practical resources and knowledge while building camaraderie. TICA’s mission is to energize and sustain the work of individual attorneys, fortify tribal sovereignty, and build thriving communities connected to a healthier world. Although TICA has been supporting tribal attorneys for over a decade, they’ve never had an official brand outside of a logo.
Honing a Distinct Visual Brand
TICA is a connective organization built on knowledge-sharing and camaraderie. Its members appreciate their ability to consult with peers in their field. TICA exists in a web of law-related organizations that support and connect tribal lawyers. WCA had been supporting the coordination of TICA’s annual conference for several years when they decided to hire us to develop their branding and style guide. TICA wanted to develop a visual brand that nodded to its origins (a picture of the scales of justice drawn with baskets by a grade school student) while enhancing its consistency and recognizability in a way that’s distinct from its sister organizations.
A Tribal Legal Association Sets Itself Apart with a New Visual Brand
Tribal In-House Counsel Association (TICA)
Our Process
WCA guided TICA board members through our 7 Creative Phases to develop a brand and style guide package that achieved their objectives. We conducted a two-hour Clarity Call that included members of both TICA and WCA. Our director guided participants through activities that called on all five senses to generate the information and inspiration needed to co-create the brand. After the Clarity Call, WCA performed auxiliary research, considered supporting materials provided by TICA, such as their original logo, and prepared a Creative Brief that summarized the direction of the brand’s tone and visual style. After TICA reviewed the Brief and offered a few tweaks, we prepared visual mockups to confirm the direction of the brand. Once TICA reviewed the mockups and we incorporated their feedback, they approved the mockups. We designed a complete style guide ready to be applied across all touchpoints of the brand.
A Brand that Connects a Community
TICA now has a beautiful visual brand and style guide that invites connection with their membership by reflecting their warmth, practicality, and adaptability. It visually exemplifies TICA as a hub and a home for tribal attorneys with colors and font selections that convey openness, positivity, and resilience. TICA’s brand promises members a relaxed yet professional community where they can recharge, renew, have fun, and learn with people who share the singular, demanding experience of service as a tribal attorney.
