Just. – Rebranding of a Legal Industry Publication

In May the Ontario Bar Association had a magazine “makeover”. The previous publication Briefly Speaking, started its life 33 years earlier as a newsletter and in 2006 debuted as a magazine. The OBA editorial board worked with Espresso agency to come up with the new magazine concept and the related logos and assets.

Just. is the new magazine (Juste. en francais) . Editor Catherine Brennan explains:

Just. talks to its readers as people, not just lawyers, and we get that there’s more to the profession than the billable hour. We aim to provide a good balance of industry and lifestyle content, offering a constant source for new ideas and fresh perspectives.

The magazine website is clean, fresh and straightforward. Tablet formats (Apple and Android) are promised to follow. Only one issue has been released to date, so it is difficult to tell how content will be archived over time on the website. I noticed content does not have dates on individual articles, so this could prove problematic going forward. I expect we will see some adjustments as more issues follow.

A launch party for the new magazine was held in May and Mitch Kowalski provided coverage via the Financial Post:

The look and feel of the relaunched mag is decidedly modern, sophisticated and even hip.

While I am still on the fence with the name, JUST certainly gives the OBA a fresh 21st Century look. A mobile app and tablet version are due out shortly – pinch me now!

 Just. even has a new dedicated web address: www.justmag.ca


  1. driven, do you think, by the success of Precedent?

  2. Could be, John! Precedent certainly set a new standard in this area.