American Bar Association

how words hold weight.

A 150-year-old institution,
told in motion, one word at a time.

For a legal body, words are everything. So to reach a new generation, the words themselves became the brand, moving, building, and landing with all the weight the mission deserves.

Justice, made to feel current.

The client

The American Bar Association is the largest voluntary association of lawyers in the world. Founded in 1878, they defend liberty and pursue justice, and they wanted the next generation to feel it. Justice #ForAll.

The ask

50,000feet brought us in to turn sharp scripts into brand videos that were inclusive, motivating, and carried real conviction. The goal: bring the ABA's values to life, inspire new changemakers to join, and make current members proud of the work.

The answer

In law, words reign. The whole thing was built on typography, letting the language carry the story. Font, pace, rhythm, and motion did the work: type that expands and contracts, builds and breaks, so every value landed with intent. Words, treated the way the ABA treats them, as the thing that matters most.

Films & Their Values

JOIN THE POSITIVE IMPACT #FORALL

Through playful typography that ebbs and flows at a captivating pace—this 30-second video lets future members know they can connect with a community of like-minded people. Together, they will champion to make the world a better place.

ELIMINATE BIAS AND ENHANCE DIVERSITY

With a punchy type-writer style flow and movements that portrays classic legal symbols, this short and pithy video lets people know the American Bar Association advocates for human rights and fundamental freedoms.

ADVANCE THE RULE OF LAW

With a mix of fonts and sizes, the typography in this cut-down video expands and contracts at a mesmerizing pace, conveying that the ABA holds governments accountable and promotes fair laws and legal processes.