Planned Parenthood Branding
Theoretical branding project focused on both visually refreshing the brand as well as repositioning it to reach more users.
Intro
Planned Parenthood has become a politicized symbol within national rhetoric; the organization is oftentimes used in the same sentence as “abortion” and common perception of the organization many times stops there. What many don’t know is that Planned Parenthoods across the country provide vital healthcare services for a wide range of people across the gender identity spectrum. In this rebranding, I wanted to emphasize the range of services and wide appeal to a broad audience of Planned Parenthood.
Competitor Research
In the initial research into the company, I found that Planned Parenthood inhabited a unique position in comparison to other healthcare providers. Their large number of locations and specific services help focus the tone of what the positioning should be in the rebrand. I also chose to appeal more towards a younger audience primarily because they are the population to be more predisposed to the social and political message Planned Parenthood stands for.
Tagline and Mission Statement
The logo development predominately started from the tagline that I had come up with. I wanted the logo and tagline to center around the idea of demystifying aspects of the healthcare system and imply that this is a dialogue; the relationship that the user or customer has with their health and healthcare provider should be an easy and informative one. This, coupled with the many avenues that Planned Parenthood provides for patients to access healthcare, led the tagline to be something straightforward and concise so that the overall branding also has a direct, yet friendly tone.
Final Logo Development
The logo itself plays off of a question mark and heart to imply the friendly and direct “questions answered” tone.
Initial Drafts
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Initial Ideas
Text and Icon Combos
Early Color Explorations
Final Logo Lockups
The logo itself plays off of a question mark and heart to imply the friendly and direct “questions answered” tone.
Brand Applications
I created a three types of deliverables for the brand applications; corporate, digital, and promotional applications where I show how the logo and brand system function and look like. These are meant to show how the brand system changes in accordance to the audience and situation at hand.
Corporate Applications
The corporate applications are to be flexible so that any employee would be able to use them. The business cards would be different colors depending on the type of position the employee inhabits.
Digital Applications
A large part of Planned Parenthood's outreach is done through their website; it is the first place that people go to with questions and is meant to answer simple questions and help drive users to make appointments (either through chat or video chat or on location). This is why I had the website and mobile site follow a question and answer format. It is designed to be direct and make information accessible and straightforward.
In-Store Applications
I wanted to create pieces that would give cohesion over multiple locations and also educate and inform about popular services. This is why I created a few print deliverables that include a series of posters that also followed the question and answer theme, and a bookmark-sized deliverable meant to be given to patients to educate on specific issues and medications.
Final Brand Guidelines
