The Wyoming Foundation for Civil Justice, formerly Equal Justice Wyoming Foundation, was challenged to articulate its mission and differentiate from the state’s judicial branch legal aid program (Equal Justice Wyoming).

The foundation raises funds, provides grants for legal aid organizations and promotes resources to defend and strengthen access to civil justice. The association board wanted more visibility, clear name recognition and messaging to increase donations.

Name confusion was a big reason for the rebrand. Because the foundation and the judicial branch program were using similar names, the foundation would often get visitors to its website who needed legal aid even though it needed to attract more donors and grantees.

Old Equal Justice Wyoming Foundation Home page.
The new Wyoming Foundation for Equal Justice website page.

Equal Justice Wyoming Foundation previous website (left) and the new Wyoming Foundation for Civil Justice website (right).

Naming Tool Research for Associations

Our team held a strategy session to understand the world of legal aid and the goals of the foundation. We met with foundation board members and staff as well as the executive director at Equal Justice Wyoming.

We learned that the foundation had several audiences in mind to share its message and mission: grantees, donors, attorneys, lenders and the public. We worked with the team to identify distinct messages for each audience. From this research, we delivered several ideas for a new name. We used our naming tool, which asked questions and assigned scoring for different potential names.

The board decided to choose a straightforward and descriptive name: Wyoming Foundation for Civil Justice.

Old Equal Justice Wyoming Foundation logo.

Previous logo for Equal Justice Wyoming Foundation.

New Wyoming Foundation for Civil Justice logo

Ingenuity’s design consultant worked on a logo that was reflective of Wyoming and growth without being too literal. Deciduous trees are rare in Wyoming, which demonstrates that the foundation changes the landscape for people in need of legal help.

Association Website Development

Once the association’s name and logo were confirmed, our team began to work on a new website. We reworked copy to include the messaging and audience personalization that encourages attorneys and other donors to contribute to the foundation. It also has a new resources page for grantees and the public. Another page provides information on lenders who partner on IOLTAs, a prime source of funding for legal aid.

Various pages from the new Wyoming Foundation for Equal Justice website.

There are also several, easy ways that people can donate right on the site.

Was to give example from the Wyoming Foundationf or Equal Justice website.

Through our collaborative branding and website development, we provided:

  • Consulting on naming strategy and audience messaging
  • Visual branding
  • Logo kit and style guide for consistent marketing
  • WordPress website support, image selection and copywriting/edits
  • Keyword research and integration with web copy
  • Domain selection consulting
  • Page redirect support from old site to new website domain
  • Website training and launch support

Results

The Wyoming Foundation for Civil Justice launched their new brand and website in June 2026. Their name is differentiated, and they have a modernized website to attract and educate key audiences. Grantees have more details on how and when to apply for grants. The foundation also shares a variety of state resources on their website that brings awareness to their mission and connects citizens with legal aid support. We were honored to work with their association branding and digital presence to promote civil justice in Wyoming.

Optimize Your Association’s Messaging

Our Client Says

 “Ingenuity Marketing Group helped us move forward with this important initiative by providing creative ideas, consistent messaging and a team who listened to our goals and expectations. Overall, we appreciated their input. We look forward to using our improved website and clear branding to help more legal aid organizations do important work in Wyoming.”

– Jeffery Van Fleet, President,
Wyoming Foundation for Civil Justice