rebranding planned parenthood

the challenge

Revive a “dead” or struggling brand by refreshing their visual system, update their branding, and expanding the scope of products and services the brand could offer so they can succeed in the future. ​

the approach

I chose to refresh Planned Parenthood as well as the scope of what they offer to the community. I researched their origins, historical endeavors, and current key components of who they are in order to gain a better understanding of how to move them towards a brighter future. I identified their audience, updated their mission statement, developed a new logo, and refreshed their visual system. These components resulted into four books and a website. 

The four books show the rebranding process from the beginning stages to the completed result. They are the Visual Strategy Guide, the Visual Development Guide, the Visual Standards Guide, and the Visual Extensions Guide. Across the four books, you can see each stage from beginning to end as the project developed. The live website, plannedempowerment.org, reintroduces the brand as well as its new offerings.