Appalachian School of Law (ASL) is a private law school in Grundy, Virginia, with a mission of providing opportunities for people from Appalachia and beyond to realize their dreams of practicing law and bettering their communities. The school is notable for its focus on community service and leadership, emphasizing professional responsibility and alternative dispute resolution in its curriculum.

With a goal of increasing their brand awareness in the local community as well as to cast a broader net of recruitment in neighboring states, the Winnow Creative team conducted a series of interviews with current students, alumni and faculty/staff to identify brand themes that would support value positioning for the ASL brand. These themes became the foundation for creating a new professional brand look and feel, and for developing a narrative to promote the strengths of the program and create a clear and compelling identity to reflect those differentiators.

Deliverables included new visual brand development, design and development of a new website (including custom photography and videography), admissions materials, print and online ads, social media designs, a digital alumni newsletter, and various promotional materials.