Central Minnesota Legal Services provides free legal help to low-income individuals and families through direct representation, brief advice and legal education. CMLS has been advocating for access to the civil justice system for low income people for more than 40 years. In 2017, it was time for a rebrand and website redesign. Our challenge was to reach seemingly disparate key audiences, such as monolingual Spanish speakers and highly literate post-graduate professionals, through key brand messaging and a new website. We emphasized user experience research and content strategy to uncover commonalities between audience groups in both language and behavior.