GR604 Student Project / NASRF Visual Strategy Guide

VISUAL STRATEGY GUIDE

VISUAL STRATEGY GUIDE

Planned Parenthood is an organization that has existed since 1916, founded by Margaret Sanger, with the intention of providing birth control choices to women who might not be able to afford additional children in their household.

Today, the organization has expanded to provide many more products and services to people of all kinds, so this rebranding project aims to expand the brand soul and mission to be more inclusive and relevant to the needs of people and communities today.

THE REBRANDING OF PLANNED PARENTHOOD

RENAMING

After the first round of exploration of the Planned Parenthood rebranding process, it came to light that what Planned Parenthood provides in the twenty-ftirst century is much wider and broader than as it relates to parenthood.

They are the nation’s leading provider and advocate of high-quality, affordable health care, testing, education, and hormone services for for all people regardless of gender or body identification.

They believe that all people — of every race, religion, gender identity, ability, immigration status, and geography — are full human beings with the right to determine their own needs without coercion or judgement, no matter what that might look like.

With that in mind, we have chosen to rename the organization to be fully inclusive to all people and their bodies, as follows:

THE NATIONAL ALLIANCE FOR SEXUAL AND REPRODUCTIVE FREEDOM (NASRF)

BRAND CONCEPT

BRAND DESCRIPTION WHAT THIS BRAND DOES

NASRF is the nation’s leading provider and advocate of high-quality, affordable health care for women, men, and young people. Planned Parenthood is also the nation’s largest provider of sex education.

WHO THEY DO IT FOR

Everyone. No matter what. While they are available to anyone, without any discrimination whatsoever, they lean towards making themselves most accessible to those who cannot afford it or otherwise would not have access based on local politics or other restrictions.

WHY THEY DO IT

NASRF believes that all people — of every race, religion, gender identity, ability, immigration status, and geography — are full human beings with the right to determine their own future antd decide, without coercion or judgement, whether and when to have children.

New York Urban League endorses Margaret Sanger's new Harlem clinic

Maternal Health Center opened in Milwaukee, which later becomes Planned Parenthood of Wisconsin

Congress enacts Title X of the Public Health Service Act and makes contraceptives available regardless of income

Congress enacts Hyde Amendment to prohibit use of federal Medicaid funds for abortions for poor women

Teen Peer Counseling program initiated Congress mandates insurance coverage of prenatal care and delivery

America’s first birth control clinic opens

Sanger founds American Birth Control League and Birth Control Clinical Research Bureau, which later become Planned Parenthood Federation of America

"Every child a wanted child."

1960–1970

FDA approves birth control pill

Griswold v Connecticut Supreme Court decision removes laws prohibiting use of contraceptives by married couples

Alex Mooney goes to school for the first time

1980–1990

Ronald Reagan elected, is the first U.S. president to strongly and openly oppose abortion 1981 Congress passed chastity education programs instead of effective comprehensive sex education programs

Gag Rule denies U.S. family planning funds to any overseas organizations that offer counseling about abortion or abortion referrals (Planned Parenthood refuses to comply resulting in defunding)

Anti-family planning groups launch “Year of Pain and Fear” and firebomb, vandalize, assault, and make death threats to family planning and abortion providers and centers

PPWI establishes AIDS Outreach Program to provide HIV/AIDS prevention information and to distribute condoms to prostitutes, IV drug-users and their partners, and the homeless to stop the spread of infection

Education Department at PPWI publishes “New Vision” a culturally sensitive curriculum from AfricanAmerican and Hispanic youth – one of the first in the country

First

hormonal birth control (1960)

Pregnancy tests become available over-the-counter.

PPWI initiates abortion services

Bill Clinton elected president, the first pro-choice president in 12 years, and repeals Title X Gag Rule, Global Gag Rule, and two federal abortion bans

Affordable Care Act becomes law. Birth control is covered by health insurance without co-pays or deductibles.

Supreme Court strikes down Texas law (HB2), protecting women's constitutional right to abortion.

First Planned Parenthood affiliates in California to begin offering genderaffirming hormone care to the transgender community. Hormone therapy is one of the many ways transgender, gender non-conforming, and non-binary people can transition medically, in addition to transitioning socially, legally, or some combination of the three; and some transgender people may choose not to transition at all. We began offering this service at Planned Parenthood Pasadena and San Gabriel Valley because we know that our patients, staff, supporters, and community members aren’t comprised of any one identity and we are a trusted community healthcare provider for all.

Planned Parenthood of Wisconsin 80th anniversary

Planned Parenthood Federation of American 100th anniversary

PWI establishes Outcare health center to serve LGBTQ youth

FDA approves mifepristone (formerly RU-486) for medication abortion use (morning after pill)

President Bush signs into law abortion ban criminalizing abortion

March for Women’s Lives, the largest, most diverse pro-choice demonstration in history on the National Mall in Washington, DC

First Planned Parenthood affiliate began providing hormone replacement therapy (HRT) for transgender patients.

Barack Obama elected President and makes clear his support of health care for women and their families, and overturned Global Gag Rule.

Roe vs. Wade overturned

50th Anniversary of Roe vs. Wade

In light of recent political movements, Planned Parenthood repositions itself based on its new brand mission and strategy and rebrands itself with a new name: "National Alliance of Sexual and Reproductive Freedom (NASRF)."

REBRANDING OBJECTIVE

NASRF (previously Planned Parenthood) continues to offer sex education, birth control, general wellness services, and to advocate for wellness, education, and inclusion for all bodies. Challenges within the legislative bodies are threatening organizations from being able to continue to offer safe abortions for women or hormone therapy for transgender clients.

NEW BRAND MISSION

The National Alliance of Sexual and Reproductive Freedom (NASRF) empowers people to make their own choices about their own bodies and wellness care and services.

We provide activism, education, and advocacy for agency and progress, for all persons, regardless of age, income, or gender identity. At our core, we believe every person should have access to choices that affect their body, their life, and their health.

This ultimately means more vibrant and healthy persons, families, and communities.

AREAS OF CONCERN

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

WHY PERSONAS?

We use personas to create effective, reliable and realistic representations of our key audience to create and implement strategies for design. They are fictitious characters used to represent our brand’s target audience.

Personas help us understand a typical user’s needs and desires which helps us build more successful products and solutions.

We need to understand what problems our users have and plan our deliverables to solve those issues. We can also discover what our users desire, what their emotional drivers are and target those as features of your brand. We have to know what will influence and motivate your users.

When designing for a brand, it helps to reference the users’ needs and desires to make sure that we are designing with those solutions in mind in the end goal.

MORTGAGE BROKER

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

RICHARD YANG

AGE: 48

GENDER IDENTITY: CISGENDER BISEXUAL MALE PRONOUNS: HE/HIM

RELATIONSHIP STATUS: SEPARATED LOCATION: AUSTIN, TX

A. Richard wants to to find protection because he is recently separated and thinking of dating again

A. Richard wants to get HIV testing because he had an affair with a man while he was married to his soonto-be ex-wife.

B. Richard wants to learn about birth control options also for his older teenage daughter, because she is talking about a boy she likes and he knows this is going to come up soon.

B. Richard wants to find out about age-appropriate sex education because both of his daughters will be asking questions and now that he's on his own he wants educated answers.

C. Richard researches online about STDs in order to better familiarize himself with the the safest options

C. Richard went to a recent city event to support Planned Parenthood in order to show his support and lead by example.

C. Richard feels strongly about his friends being able to get the services they need because he believes it should always be their choice.

RESTAURANT OWNER

LUPE GONZALES

AGE: 34

GENDER IDENTITY: CISGENDER STRAIGHT WOMAN

PRONOUNS: SHE/HER

RELATIONSHIP STATUS: MARRIED WOMAN WITH FIVE CHILDREN

LOCATION: TOPEKA, KS

A. Lupe wants to find out what her birth control options are since her husband is traditional, but she is exhausted and they cannot afford it.

A. Lupe wants help deciding if she wants to have her tubes tied, because she is not sure if she has the energy for, or can afford, any more children.

B. Lupe wants access to information easily and privately, because her husband might be upset with her

B. Lupe feels guilty because she loves her children but they already can barely afford the ones they have.

B. Lupe wants to prevent more pregancies because she already has five children, and she needs affordable options for birth control .

C. Lupe does not care that her downstairs neighbor is gay because he helps her watch the kids sometimes and he's always been kind to her family.

C. Lupe thinks that even though she was raised Catholic, she wants her daughter to have access to protection so that she can practice safe sex.

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

TRANS ACTIVIST

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

ARBOR AHMADI

AGE: 38

GENDER IDENTITY: NON-BINARY PRONOUNS: THEY/THEM

RELATIONSHIP STATUS: IN A DOMESTIC PARTNERSHIP LOCATION: BOULDER CITY, CO

A. Arbor is an active trans rights activist because they believe they have the right to health services as much as anyone else.

A. Arbor wants to live as an asexual nonbinary person because that's how they identify as a person.

A. Arbor has no contact with their family of origin because they have come out as transgender.

B. Arbor follows other trans rights activists on social media and shares their content with their followers because they want to be part of making a difference.

B. Arbor cares deeply about the services they have access to because they are low income and need access to health services that are affordable.

C. Arbor lobbies at the city and county level for access to hormone therapy because politicians are lobbying to remove those services in certain states.

C. Arbor shows up at trans-affirming events because they want to live authentically as a non binary person.

COMMUNITY COLLEGE ENGLISH TEACHER

SANDRA MACKENZIE

AGE: 44 YEARS OLD

GENDER IDENTITY: CISGENDER STRAIGHT FEMALE

PRONOUNS: SHE/HER

RELATIONSHIP STATUS: SINGLE

LOCATION: OLYMPIA, WA

A. Sandra wants to find out what her options are because she is over 40, single, and considering having a child.

A. Sandra wants to decide if she wants to have a child or have her tubes tied, because she is not sure if she wants a child or not and needs medical information to make her decision.

A. Sandra is going to quit smoking because she wants the option to get pregnant if that is her decision.

B. Sandra feels anxious because she has been told that after a certain age it is no longer safe to have a child and she wants more information about that.

B. Sandra wants to have a child of her own because she feels passionate about being a mother, and doesn't want to have to be in a partnership to do that.

C. Sandra is concerned about STDs because she has had multiple partners in the past and wants to get herself tested.

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

C. Sandra wants access to healthcare services and support no matter what her decision because she wants to make healthy decisions around planning to have a baby.

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

NICOLO ALESSANDRO

AGE: 18

GENDER IDENTITY: CISGENDER GAY MALE

PRONOUNS: THEY/THEM

RELATIONSHIP STATUS: SINGLE

LOCATION: NEW YORK CITY

A. Nicolo works as a gay, male escort because he makes good money and he enjoys the lifestyle.

A. Nicolo keeps condoms with him at all time, since he is sexually active and wants to stay safe.

B. Nicolo volunteers on the suicide hotline once a month because it's important to him that other teens that are considering transitioning have someone to talk to when their lives feel despairing and dark.

B. Nicolo wants to prevent STDs and HIV since he is sexually active with multiple male partners

B. Nicolo shows up at rallies for Pride events because he wants to support his other LGBTQ+ friends.

C. Nicolo still sometimes feels scared because he is small in size and somewhat effeminate, and this makes him a target for violence and bullying.

C. Nicolo needs to get tested regularly for HIV because he works in the sex industry.

MEDICAL STUDENT

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

SHANIKA BROWN

AGE: 26

GENDER IDENTITY: CISGENDER STRAIGHT FEMALE

PRONOUNS: SHE/HER

RELATIONSHIP STATUS: IN A RELATIONSHIP

LOCATION: BENNINGTON, VT

A. Shanika is scared because she just discovered she's accidentally pregnant.

A. Shanika calls Planned Parenthood in order to find out what the timeline is to get herself scheduled for a safe and early abortion.

B. Shanika wants an affordable way of ending her pregnancy because she used birth control but unfortunately, it failed.

B. Shanika is proud to be the first in her family to go to college, because she comes from an African American low-income family and community.

B. Shanika volunteers at the local Girls, Inc because she feels strongly about girls empowering themselves as they become women, regardless of their sexual orientation.

C. Shanika wants to get an abortion since she's a college student and is not ready to give up her life and dream of becoming a doctor.

C. Shanika also wants to talk about an IUD because her body feels badly when it's on the pill, so she needs other options.

SEX THERAPIST & ACTIVIST

JEN WOODLAND

AGE: 52

GENDER IDENTITY: CISGENDER LESBIAN FEMALE

PRONOUNS: SHE/HER

RELATIONSHIP STATUS: IN A DOMESTIC PARTNERSHIP

LOCATION: WEST HOLLYWOOD, CA

A. Jen organizes demonstrations because she is outraged about the recent laws limiting drag and other rights.

A. Jen was recently arrested because she hit a pro-life demonstator at a protest.

B. Jen's girlfriend thinks she needs therapy because Jen is displaying anger and aggression.

B. Jen spends a great deal of time on social media championing pro choice cause because she wants to change minds.

B. Jen often goes to protests and rallies for Planned Parenthood because she strongly believes she can make a difference by doing that.

C. Jen is anti-children because she believes there are already too many children in the world.

C. Jen volunteers at Pride events so that she can encourage her male gay friends to practice safe sex to prevent HIV.

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

KNITTING SHOP OWNER

MARY JOHNSON

AGE: 62

GENDER IDENTITY: CISGENDER STRAIGHT FEMALE

PRONOUNS: SHE/HER

RELATIONSHIP STATUS: MARRIED

LOCATION: HOUSTON, TX

A. Mary is pro-life, because she has seven children and cannot imagine an alternative.

A. Mary doesn't believe in birth control because she thinks any conception is God's choice to be in existence.

B. Mary believes it is her right to freedom of expression about saving babies' lives because she firmly believes that God wants every one of them, no matter how they were conceived or the risk to the mother's health.

B. Mary wants the freedom to say what she wants because she thinks her beliefs are the right ones.

.C. Mary is part of an online group that promotes prolife, because she likes to support causes that she believes in.

C. Mary believes that any deviations other than the hetero/cisgender "norm" are abominations, because she is old fashioned and believes the Bible says this.

A. Complete agency in all areas of a person's sexual, wellness, and reproductive lives.

B. Unrestricted access to education, information, services, and products to manage all areas of sexual and reproductive health.

C. Advocacy and support for safe sexual activity and reproductive choices and freedom.

C. Mary thinks that Drag should be illegal, because she thinks all drag performers are sexual in their performances.

GOING FROM THERE TO HERE.

We make visual representations to show where the brand has been, and to show where it's going. On the following pages are representations of items, people, and situations that might accurately represent the past and the future of NASRF

WHERE WE STARTED

Originaly, Planned Parenthood was best known for providing birth control and abortion clinics, as well as HIV testing, sex education and pregnancy services.

WHERE WE'RE GOING

While NASRF would continue to offer birth control, sex education, HIV testing and pregnancy services, they will continue to advocate for rights to abortion, and have recently added wellness, hormone injections and services for all bodies.

NASRF

THE LANDSCAPE

In order to make sure that the goals of NASRF are pointed in alignment with our brand mission, we look at the current landscape and other organizations with whom we are in alignment or with whom we would like to be associated. On the following pages are other organizations that offer similar services and products, some organizations that offer adjacent or complementary services and products, and, finally, organizations with which we would like to be in partnership and in the same lane.

CURRENT LANDSCAPE

Organizations that are in the same lane as NASRF would be those who currently offer similar services and products focused on reproductive health and choices, such as abortion clinics, birth control products, HIV testing, and sex education, especially

for communities that are comprised of people of color and lower incomes. These companies would be viable alternatives for clients seeking services in the wake of Roe vs. Wade being overturned.

NARAL PRO CHOICE AMERICA

The right to choose abortion is essential to ensuring a woman can decide for herself if, when and with whom to start or grow a family. We’ll never stop fighting to protect and expand this fundamental human right.

BOLD FUTURES

Bold Futures leads policy change, research, place-based organizing, and culture shift by and for women and people of color in New Mexico. We work to build communities where all have what we need to make real decisions about our own bodies and lives, and all have room to live with respect and dignity.

NATIONAL INSTITUTE FOR REPRODUCTIVE HEALTH

A Minnesota-based organization, Gender Justice engages in a number of initiatives, including ensuring reproductive health care for trans people.

TEXAS EQUAL ACCESS FUND (TEA FUND)

TEA FUND believes that restrictions on abortion access and funding are discriminatory because they especially burden people with low incomes, young people, people in rural areas, and people of color. They oppose all efforts to restrict abortion rights and are committed to fighting for access to abortion for all.

NATL FAMILY PLANNING & REPRODUCTIVE HEALTH ASSOCIATION

NFPRHA believes in access high-quality, client-centered, affordable, and comprehensive family planning and sexual health care from providers of their choice.

THE CENTER FOR REPRODUCTIVE RIGHTS

The Center for Reproductive Rights is the only global legal advocacy organization dedicated to advancing reproductive rights

THE AFIYA CENTER

Focused primarily on abortion rights, HIV testing, Afiya Center is aimed primarily providing a variety of services for African American wxmen.

HOLLER HEALTH JUSTICE

Holler Health Justice is a POC- & queerled racial, economic & reproductive justice nonprofit in West Virginia, espeically in Appalachia with communities most disproportionately affected by health inequities, including BIPOC, LGBTQIA+ folk, those in rural areas & those with low income.

NATIONAL NETWORK OF ABORTION FUNDS

We envision a world where every reproductive decision, including abortion, takes place in thriving communities that are safe, peaceful, and affordable. We envision a world where all people have the power and resources to care for and affirm their bodies, identities, and health for themselves and their families—in all areas of their lives.

PATHFINDER INTERNATIONAl

This organization works to give all people the right to decide whether and when to have children and lead the life they choose. They work in 18 different countries on everything from contraception, HIV/AIDS, maternal and newborn health care, and safe abortion care and much, much more.

ADJACENT ORGANIZATIONS

Challenges within the legislative bodies are threatening organizations from being able to continue to offer safe abortions for women or hormone therapy for trans clients. Therefore, the need for more medical facilities for people whose health and wellness is jeopardized by lack of access to services, will rise sharply, if they cannot get access to reproductive-related and expanded services and products.

Other adjacent organizations where people will spend their money are primary care doctors, hospitals and medical facilities, as well as back alley clinics.

Also, there will be a greater need for medical and mental health services after attempts at self-harm and actual or considered attempts at suicide for those who need services and cannot access or afford them,

so those adjacent businesses is also where this population would spend money, as well on substance abuse treatment as well as prevention.

Out of state and out of the country travel, and its inherent risk, is not out of the question.

COMMUNITY HEALTH SYSTEMS

Community Health Systems is a Fortune 500 company based in Franklin, Tennessee. It was the largest provider of general hospital healthcare services in the United States in terms of number of acute care facilities.

KAISER PERMANENTE HEALTH

The National Center for Transgender Equality is a nonprofit social equality organization founded in 2003 by transgender activist Mara Keisling in Washington, DC.

HCA HEALTHCARE

HCA Healthcare is an American for-profit operator of health care facilities that was founded in 1968.

VETERANS HEALTH ADMINISTRATION

A resource for loved ones trying to understand this change in the family, this book covers insights on the child’s journey, common parent questions, risks ahead, how to help, what to avoid and

ACCESS NEW YORK CITY

ACCESS NYC is healthcare provider aimed at low and no-income New Yorkers, which has an extremely high population of potential clientele needing services around reproductive health.

CLEVELAND CLINIC

Cleveland Clinic is a nonprofit American academic medical center based in Cleveland, Ohio. Owned and operated by the Cleveland Clinic Foundation, an Ohio nonprofit corporation established in 1921, it runs a 170-acre (69 ha) campus in Cleveland, as well as 11 affiliated hospitals, 19 family health centers in Northeast Ohio, and hospitals in Florida and Nevada.

HHM HEALTH, TEXAS

HHM Health is a patient- focused community health center in the more conservative areas of Texas.

988 SUICIDE AND CRISIS LIFELINE

The lifeline provides free & confidential emotional support for people in suicidal crisis. The new lifeline may already be helping save lives.

SAMHSA

The Substance Abuse and Mental Health Services Administration is a branch of the U.S. Department of Health and Human Services.

BETTER HELP

BetterHelp is a mental health platform that provides online mental health services directly to consumers. The online counseling and therapy services are provided through web-based interaction as well as phone and text communication.

FUTURE LANDSCAPE

Future competitors that NASRF would LIKE to be seen as on the same playing field, is with those that will continue provide support, education, products, services and advocacy for all bodies, including transgender, non-binary organizations and their adjacent, affiliated companies.

Ideally, instead of shutting down these areas, and creating less access to wellness for that population, especially those in low income communities, further support and access could be opened up to more and more persons needing care in those specific demographics.

ACLU/AMERICAN CIVIL LIBERTIES UNION

The American Civil Liberties Union is an American nonprofit organization founded in 1920 "to defend and preserve the individual rights and liberties guaranteed to every person in this country by the Constitution and laws of the United States" ENGENDERHEALTH

This nonprofit works in 14 different developing countries toward their vision of a gender-equal world where all people achieve their sexual and reproductive health and rights. They continue to introduce long-acting contraceptive methods to communities that haven’t had access to them.

THE ADVOCACY PROJECT

The Advocacy Project helps marginalized communities to tell their stories, strengthen their organizations, take action, and mobilize new support.

STRONG FAMILY ALLIANCE

A resource for loved ones trying to understand this change in the family, this book covers insights on the child’s journey, common parent questions, risks ahead, how to help, and more.

HUMAN RIGHTS WATCH

Human Rights Watch (HRW) is an international non-governmental organization headquartered that conducts research and advocacy on human rights. The group pressures governments, policymakers, companies, and individual human rights abusers to denounce abuse and respect human rights.

POPULATION ACTION INT'L

PAI works with policymakers in Washington, D.C. and our network of global partners to advocate for accessible, quality health care and advance the sexual and reproductive rights of women, girls and other vulnerable groups.

GLAAD

Gay & Lesbian Alliance Against Defamation, is an American nongovernmental NGO media monitoring organization

THE TREVOR PROJECT

The Trevor Project is an American nonprofit organization founded in 1998. Focused on suicide prevention efforts among lesbian, gay, bisexual, transgender, queer, and questioning youth, they offer a toll-free telephone number where confidential assistance is provided by trained counselors.

NEW VOICES FOR REPRODUCTIVE JUSTICE

We are dedicated to transforming society for the holistic health and wellbeing of Black women, girls and gender-expansive people, nationally and in Pennsylvania and Ohio. We help dismantle patriarchal antiBlackness using the tools community organizing, leadership development, and voter engagement.

HUMAN RIGHTS FIRST

Human Rights First is a nonpartisan, human rights organization runs the Fighting Discrimination program which focuses on hate crime.

CREATIVE BIOGENE

As a pioneer and leader in gene synthesis technology with hundreds of thousands completed gene synthesis and cloning projects for scientists around the world, Creative Biogene has the expertise to help you achieve your gene synthesis needs. Creative Biogene can synthesize and clone any DNA sequences

BRAND ATTRIBUTES

Every brand tells a story, both a story of where they've been and where they are going, or would like to be positioned. To condense these into bite-sized components, we use short descriptions and words to place ourselves, in the past, present, and future.

BRANDING ATTRIBUTES/BUZZWORDS:

In order to compare our brand with other organizations, we needed to see where it stood in relationship with where we've been, where we are, and where we are going.

WHERE WE'VE BEEN

STALE, OVER-USED WORDS

Empowered

Diverse

Qualified

Well-being

Alternative

EXISTING NEUTRAL DESCRIPTIVE WORDS

Safety

Solutions

Confidential

Clinic

Testing

WHERE WE ARE NOW:

CURRENT RELEVANT AND POSITIVE

Healthy

Supportive

Affordable

Accessible

Educational

WHERE WE ARE GOING

WORDS WE ASPIRE TO EMBODY:

Permanently pro-choice

Gender Affirming

Fully Funded

Universally Accepted

Celebrated

STANDARDS INSPIRATION

In researching the brand, it's important to look and see what other similar configurations have been created, as well as find inspiration for guidelines to use for brand standards.

STANDARDS INSPIRATION

NEW IDENTITY INTRODUCTION | American Heart Association

This is not the best or most creative identity introduction, but its presence indicates an important part. The American Heart Association expanded its logo to include a new slogan "Learn and Live" in 2003. This replaces “Fighting Heart Disease and Stroke.” The new slogan communicates to our audiences in a more passionate and friendly manner. They kept the original logo but changed the words. There are several pages about how to use the logo however there is an interesting error. The first line about the Larger Slogan has a misspelled word, which is surprising coming from an organization of its size.

LOGO ANATOMY | Gap, Inc.

The logo for Gap, Inc. is very clearly described in detail, including the original typefaces of Perpetua and Gill Sans. The structure has been marked caerfully with x height differentiations so that the integrity of the logo is not compromised when constructed. The spacing and scale between the letters are clearly marked in order to reproduce at any size. What they are missing, however, is a clear indication of how much spacing is required around the logo, this would be a useful addition to the specs.

STANDARDS INSPIRATION

TYPE SPECS | Schwab

The Schwab brand is a wordmark that consists of two typefaces, its proprietary typeface "Schwab Serif" combined with Minion. While minimal and limited, the consistent use of these limited type specs creates a uniform look and feel, easily replicated in all of their materials. They are very clear and strict about the use of the typefaces and their weights with shown examples below.

MAIN ID COLORS | PWC (Price Waterhouse Cooper)

This company (and they didn't give their full business name on their branding pages) gave the most extensive and exhaustive supply of colors as well as combinations and use for their logos, palettes, and details. While the color pages offer multiple options, the sub pages that refer to print products, merchandise, and other collateral are indicated that they are available in one of six or one of eight colors as well.

STANDARDS INSPIRATION

LOGO DON'TS | ThankYou

Thankyou is an Australian brand. From the sales of its water, body care, and food products, the company donates funds to safe water, hygiene and sanitation programs, and food security programs in 16 countries. They have offered multiple pages of don'ts including type and background colors, typefaces, proportions and placement of the quotation marks, and more. They, as well as (RED) made very clear where the marks were to go in every situation, from a photograph of a person or item, to how the proportions are to be in anything printed.

ALTERNATIVE VERSIONS OF THE LOGO | Nueva School

Nueva's alternative versions are displayed with the signature remaining the same, but the subcategory in bold color versions to differentiate the departments. They use different colors for different sections for us to be able to clearly identify each department and they specify exactly which PMS colors to use for each. This allows for expansion and creation of additional materials according to each department color as well.

SOURCES

Planned Parenthood

https://www.plannedparenthood.org/planned-parenthood-wisconsin/inc/aboutus/80yearsppwi/planned-parenthood-historical-timeline

Sanger Papers

https://sangerpapers.wordpress.com/2010/10/26/sangers-first-clinic/ National Institute of Health

https://history.nih.gov/display/history/Pregnancy+Test+-+A+Thin+Blue+Line+The+History+of+t he+Pregnancy+Test

Wikipedia

https://en.wikipedia.org/wiki/Planned_Parenthood

The Grist online

https://grist.org/article/transgender-rights-climate-intersectionality/

The New Yorker

https://www.newyorker.com/news/our-columnists/ the-lgbtq-rights-movement-wins-its-biggest-supreme-court-victory

The Guardian

https://www.theguardian.com/society/2023/jan/24/ trans-rights-in-scotland-and-a-constitutional-clash

The Harvard Crimson

https://www.thecrimson.com/article/2018/10/31/-trans-rights-rally-photoessay/

Images:

Adobe Stock

Pexels

Shutterstock

FreePik

THANKS FOR VIEWING.

The next section of this rebranding project shows up in the next book, the Visual Development Guide, where we explore logos, concepts, keywords, key phrases and inspiration.