carafem
How Do We Support Stigma?
Abortion is a touchy subject that has divided our country for years. We* see Brand Design & messaging as a neutral source to push agendas from. With 1 in 3 women having had an an abortion, placing ourselves in the shoes of carafem customers—we* knew that we had to start from a place of empathy, first and always. Together, our Brand build focused on...
- Research. How do women actually feel leading up to, during, and after an abortion?
- Messaging. Our tone, copy, and statistics must stem from clarity.
- Simplicity. In crisis, information is hard to comprehend.
Pink Is Power
Leading a revolution, the carafem Brand must be a beacon. A place of compassion. A vehicle of trust and a convenient source for truth. With a physical Washington DC launch, carafem was slated to turn heads and agendas. Our goals were to...
- Build an identity system for carafem that highlighted the inner-power of the who behind the why.
- Create a new word & logomark system that could be used for a decade plus. Build an agile Creative & Art Direction (color palette, type, TOV, messaging guidelines, imagery).
- Be agile & tech-forward. Encourage carafem to be easy-to-use every step of the process.
A Telehealth Revolution
Today, carafem is the industry-leader for telehealth, making a name for itself as laws and access continues to shift. carafem is committed to providing simple, safe abortions to those in need.
Team:
- COO: Melissa Grant
- CEO: Chris Purdy
- Managing Director: Stacey Kawakami
- Principal: Fleetwood Matthews
- Brand Design: Neil Yarnal
- The incredible in-house carafem team
Support carafem:
- Visit In-Person: https://carafem.org/in-office/
- Read Reviews: https://carafem.org/reviews/
- Donate To: https://carafem.org/donate/
A CLOSER LOOK 👀
