Taking a stand for justice

UC Hastings College of the Law


UC Hastings
College of the Law


Marketing strategy

Audience research

Conceptual development

Creative production

The Challenge

Remind the citizens of San Francisco, and members of the legal community around the globe, that there is a world-class law school in the heart of the City.

Strategic Decision

Own who we are. Stand for something.

The A-Ha Moment

If you are going to take a side, take the side of Justice.

As the oldest law school in the University of California system, UC Hastings College of the Law is an integral part of San Francisco culture. The "Why We Work For Justice" street banner campaign was inspired by the University's motto: Fiat Justitia "Do justice," and is intended to promote awareness of the school and its mission by highlighting the core principle that has guided the School for nearly 150 years.

The Results

A small budget goes a long way

UC Hastings was able to differentiate itself by taking a stand (for Justice) and using its 150 year legacy to start new conversations

Street pole concept served as the genesis for a broader campaign around "Doing Justice," including a video, direct mail, and social media content

Students, faculty and the general public embraced the campaign, posting photos of themselves posing with replicas of the street pole banners in a variety of settings