Community Catalyst was created over 2 decades ago to fight for a more equitable system and a society where health is a right for all. Despite hard-fought gains, the US health system remains entrenched in inequity, impacted deeply by structural racism, and exclusive of many people and communities. Community Catalyst’s mission was more urgent than ever. And, their legacy of leadership in developing bold new health strategies, programs and initiatives in partnership with communities was not clearly being presented to the world.
Our team identified that the organization needed a bold reinvention of their visual identity, and a cohesive brand story presented to the world. Over 14-months, I led our strategic creative partnership with a robust team of stakeholders. We centered our work in a central brand purpose — a people-powered movement for health justice. The creative activities to follow — logo design, brand architecture, workshop facilitator, brand book development, and bold, new visual identity and tagline development were guided by that central purpose. The public facing tagline became a rallying cry for audiences who were “United for Health Justice.” This north star allowed for an effective and cohesive digital-first brand.
Activites:
Brand Strategy + Storytelling
Stakeholder Engagement
Interactive Workshops + Collaborative Facilitation
Refreshed Visual Identity
Tone of Voice Guide
Strategic Brand Book
Brand Promise + Tagline
Copywriting
Photo + Video Content Direction
Web Design
Collateral
Creative Leadership Team:
ECD: Ben Ostrower
Creative Direction/Lead: Elizabeth Bawol
Art Director: Victor Ware
Art Director (Interactive): Lizzie Willet
Creative Director (Interactive): Chris Montwill
Health Resources in Action is a non-profit public health organization dedicated to addressing the intricate challenges surrounding access and equity within our health and social systems.
Despite extraordinary impact over more than six decades, the organization had yet to cultivate a distinct and purposeful identity rooted in their values.
Further, their visual identity had evolved into a network of brands, sub-brands, and programmatic identities that lacked order, consistency or deliberate connection.
Through months of strategic research and analysis, competitive differentiation and collaboration with the exceptional team at Health Resources in Action, our team at Wide Eye constructed a strategic foundation that set the stage for a cohesive brand architecture, visual identity and strategic brand. That foundation centered a core belief: that health belongs to everyone.
Activites:
Brand Strategy
StorytellingStakeholder Engagement
Interactive Workshops + Collaborative Facilitation
Competitive Analysis
Brand Architecture
Tagline Development
Visual Identity
Tone of Voice Guide
Strategic Brand Book
Collateral
Creative Leadership Team:
ECD: Ben Ostrower
Creative Direction/Strategic Lead: Elizabeth Bawol
Associate Creative Director: Alayna Citrin
Senior Designer: Grace Abe
Designer: Sebastian Arredando
feature photo: Sai De Silva
In 2021, PPFA launched a national brand campaign with a focus on Black and Latinx Gen Z audiences. The Be Seen campaign was built around a simple truth:
Planned Parenthood is here to see you — truly see you — become who you will be. We know that when you have full control over your decisions and your body, you can fight for what you're passionate about. Create the society you wish to see. Help your community. Or just live and be.
The campaign was multi-faceted and included audio spots, paid ads, merchandise, a robust influencer strategy and cross-channel social media engagement. Engagement surpassed expectations and resulted in substantial brand favorability increase cross platforms, an 8.9% brand lift among black audiences, and over 15k organic engagements and 1.4M earned media impressions.
Creative Direction: Elizabeth Bawol
Brand Strategy & Production: Lauren Garcimonde-Fisher
Editorial Direction: Ylonda Gault
Executive & Brand Leadership: Rachel Moreno
Creative Partner: Virtue Worldwide
Over the past few years, abortion access across the country has been attacked repeatedly. We’ve seen an unprecedented number of state abortion restrictions introduced and passed in recent years. These restrictions disproportionately widen health care access gaps for people of color, and those with low incomes.
This series created for Planned Parenthood, included a creative strategy for owned and paid storytelling, and featured real people sharing personal stories about their choices and lives, in support of safe, legal abortion. The series came to life through illustrated graphics, animated shorts, IG stories and long form and short video ads and featured patients and providers.
Supportive partners included Windy Films, Anayamel Rodriguez and Illustrator, Eugenia Mello
Planned Parenthood team:
Senior Creative Director & Creative Strategy: Elizabeth Bawol
Creative Director: Ande Hubbard
Assoc. Creative Director: Ali Bibbo
Producer: Shirley Cruz
Brand Strategist: Perry Meyers
“SEX IS BETTER WHEN YOU ARE PREPPED” was a Planned Parenthood Federation-wide health marketing campaign to raise awareness about PEP/PREP, two courses of medication that can help significantly reduce the risk of contracting HIV, both before and after sex.
The campaign was conceived and executed entirely in-house by the Planned Parenthood creative team, and is deliberately inclusive, body and sex positive, and accessible to both English and Spanish and Spanish audiences.
Production of the video assets was supported by Cat Eye Pro, and photography was provided by Kate Warren of Go Kate Shoot under Elizabeth’s leadership and direction
© Planned Parenthood Federation of America 2019
Planned Parenthood team:
Senior Creative Director: Elizabeth Bawol
Associate Creative Director: Ande Hubbard
Senior Designer: Annie Pearlman
Writer: Holly Dunn
Brand Marketing Manager: Kyla Hsia
Digital Product Lead: Kevin Williams
“Ours to Tell” is a short film we created in 3months as part of a storytelling effort to destigmatize abortion. The film launched on January 21, 2020, the day before the anniversary of Roe v. Wade, with a multi-channel activation via live screenings, earned and paid media, organic and paid social, supporter engagement emails and SMS, and an influencer/celebrity “sneaker drop.”
A launch event was held on January 22, the anniversary of Roe v. Wade, with influencers and media at the Roxy Screening Room.
The film defends the power of choice and access to safe, and legal abortion in this county and encourages understanding and compassion. 1 in 4 women choose to have an abortion in their lifetime, and despite near constant political attacks, the vast majority of Americans support access.
Overview: Without shame and without fear "Ours to Tell" iS short film, that depicts four people who share their abortion stories and walk in their truth. By owning the lives they choose what unfolds is an unfiltered and poetic demonstration of how the right to access abortion acts as a dynamic turning point in an individual's journey to freedom and self love. Each with different perspectives and experiences, the film's subjects — Brittany, Hannah, Nick and Ylonda — take us inside their worlds, their families, their souls and boldly illustrate the beauty and power of bodily autonomy. As we watch, listen and love each storyteller we also bear witness to a chilling reality: The fundamental freedom to own our body and future has never been more uncertain than it is today.
To date, the film has been accepted into 35 film festivals and has won the following awards:
Gold and Royal Gem Diamond Awards from the Queen Palm International Film Festival
Best Documentary Film of August 2020 from Direct Monthly Online Film Festival
Audience Choice Award for Best Documentary Short at the Women’s Film Festival San Diego
Best Short Documentary Film at the Chi-Town Multicultural Film Festival
Finalist at the Arizona Short Film Festival
Semifinalist at the Louisiana LGBT+ Film Festival, The Dumbo Film Festival, and the Couch Film Festival
Directed by Rayka Zeytabchi
Produced by Planned Parenthood in collaboration with We Testify
Senior Creative Director/Executive Producer: Elizabeth Bawol
Executive Producer: Lauren Gardimonde-Fisher, Ylonda Gault, Rachel Moreno
Full Production Credits in film.
Planned Parenthood’s national telehealth options were largely unknown to our patients across the country, and then Covid-19 changed the health care landscape and access to care dramatically. This national marketing effort, was created to raise awareness about our incredible virtual services and keep our patients as safe as possible. A national, integrated paid marketing campaign, “Ready When You Are” informed and simplified the telehealth process, underlined the important of sexual and reproductive healthcare and connected our patients with critical services. The concept ensured that our outreach didn’t lead with panic or urgency, which research has shown can be a barrier to patients seeking care, but instead acknowledged the patient’s self-awareness and need to seek care at their own pace and in their own way, as conveniently as possible.
PP Senior Creative Direction: Elizabeth Bawol
VP Brand & Culture: Rachel Moreno
Senior Brand Director: Lauren Garcimonde-Fisher
Partner Agency: Firebelly Design
This is Health Care was a marketing campaign for Planned Parenthood, inviting patients to visit health centers and receive high-quality and inclusive care. The campaign was designed to introduce a simple message, that sexual and reproductive health care is health care, and health care is basic human right. The creative is designed to combat stigma around sexual and reproductive healthcare, and offer an inclusive, inviting message for patients. This digital campaign ran nationally, in English and Spanish, with out-of-home assets, radio, digital paid video, social media assets and ads, and included a custom photo shoot of a diverse group of Planned Parenthood patient advocates for original content.
Awarded 2021 Telly Award - Silver in Diversity and Inclusivity 2021, Telly Award - Silver in Branded Content
Creative Direction: Elizabeth Bawol
Art Direction: Ande Hubbard
Video Direction: Anayamel Rodriguez & Rachel Velasquez
Design: Annie Pearlman
Brand Strategy: Lauren Garcimonde-Fisher
Production Companies: Culture House & Windy Films
“One of us can be dismissed. Two of us can be ignored. But, together, we are a movement and we are Unstoppable.”
—Cecile Richards
UNSTOPPABLE is a an advocacy campaign about women’s rights and gender equity. Powered by Planned Parenthood and fueled by the momentum of the women’s movement, #MeToo and #Times’sUp, UNSTOPPABLE leverages art, design and film to elevate the power of coming together and fighting for the right to control our own bodies, lives and futures.
As part of the UNSTOPPABLE campaign, and in partnership with Tanya Selvaratnam, a diverse group of artists from around the country came together to produce content and share information about a variety of issues and in support of women. www.UnstoppableNow.org. The work was recognized by the Brand Film Awards in New York for best mini-documentary series for good in May of 2019.
The Unstoppable site and visual identity was developed with Firebelly Design in Chicago in collaboration with the PP internal creative team. This site also won a Webby for activism and design in April of 2019.
See more at UnstoppableNow.org.
© Planned Parenthood Federation of America 2019
Unstoppable Manifesto Video: Created for Planned Parenthood Action Fund and set to the music of the viral anthem ‘Quiet’ by MILCK, UNSTOPPABLE commemorates the one-year anniversary of the Women’s March and highlights the ways in which women are shaping public consciousness towards progress.
Also featured, “My Body is My Own” created with Cynthia Hill, “Everyday, I” by Alexa Lim Haas and “I Told Them,” Stephanie Wang-Breal. Other work featured as a part of Unstoppable included visual art by Zoe Buckman, Rachel Aliza Griffiths, Naomi Alderman and many other talented contributors.
The Planned Parenthood Unstoppable team included:
Dawn Laguens, Chief Brand Officer
Elizabeth Bawol: Senior Creative Director
Executive Producers:
Julie Zuckerbroad
Lauren Garcimonde-Fisher
Ellen Weissfeld
Planned Parenthood’s 100-year old brand is uniquely personal to many. A powerful force for good in the advocacy world, a defender of gender rights and equality, a trusted health care provider, and educator, the PP brand needs to flex in the world in a variety of ways.
Crucial consideration was given to how the brand could flex across a national Federation. The guide needed to be easily interpreted by vendors, designers, and staff alike, across the country. The team was strategic about including guidelines like equitable considerations, digital product applications, and social guidance, while leaving room for interpretation and innovation.
Developed by in collaboration Firebelly Design in Chicago. © Planned Parenthood Federation of America 2019
Planned Parenthood team:
Senior Vice President of Brand: Stephanie Fraim
Senior Creative Director: Elizabeth Bawol
Associate Creative Director: Ande Hubbard
Senior Designer: Annie Pearlman
As a dynamic and trusted brand for health care, and a defender of abortion access, Planned Parenthood took a stand against the extreme abortion bans being introduced across the country. BANS OFF MY BODY is a body-positive campaign about the power of autonomy and choice. Over years of impact, the campaign has become BANS OFF OUR BODIES and become a rallying cry for the reproductive rights movement. (Read more here.)
This campaign went viral when the Supreme Court overturned Roe v. Wade, and was reenvisioned and reinvented by the masses mobilized to fight for body autonomy. This concept and campaign was created by the internal Planned Parenthood creative team.
Read more about the launch of the campaign here.
In 2020, Planned Parenthood Votes needed a powerful, resonant campaign that reinforced the power of the people to determine the outcome of the 2020 election.
The “We Decide” campaign ran nationally, and came to life through live events, social content and paid ads, and rallied supporters of reproductive and intersectional rights by centering real people and tapping into the authentic emotions of the electorate.
The result was a bold, confident campaign that was representative of our country and values.
Creative Director: Elizabeth Bawol
Creative Partner: Culture House
Each year the ONE campaign releases a series of data-heavy policy reports for politicians and world leaders. These publications are designed and released quickly, and in multiple languages, requiring up to date translations of revisions, and an eye on consistent style and branding. ONE's reputation for effective advocacy is build upon a strong foundation of accurate policy analysis.
In 2014, I worked with designers Barney Haward and Niko Mayer and a small team of international designers to create a new, innovative brand for the bold policy recommendations ONE was presenting to the world. The product needed to be simple, direct, but bold and atypical in a sea of development world policy briefs.
Design Direction: Elizabeth Bawol
Design: Barney Haward / Niko Mayer / Rachel Garner
This project was one of the most exciting non-profit campaigns of my early career and taught me a great deal about designing for an event and an experience. Amnesty International's Annual Meeting was held in Portland, Oregon. The theme of the event, “Human Rights at High Volume” played out across all event materials, activist actions, and culminated in a concert. Images of war (tanks, soldiers) and music were collaged on stickers, posters, banners, backdrops, screens, and digital promotions as part of this campaign.
Design/Art Direction: Elizabeth Bawol
Spot On is the only period tracker on the market that lets you track both your period and any birth control method that affects it, including the pill, patch, ring, implant, shot, and IUD.
Planned Parenthood's unique product doesn’t make any assumptions about your gender, sexual orientation, or reproductive goals. This app talks about your period and birth control the way real people do — no pink flowers or butterflies. The app is fun, playful, gender neutral, nonjudgmental, and completely supportive of you and your cycle.
We lovingly selected colors and icons to ensure gender inclusivity and engagement. The user experience is always being improved.
The original product was built and designed within Planned Parenthood's digital product lab with the support of Small Planet and BBMG, as well as the Planned Parenthood Creative Team.
The Brick Companies pride themselves on their commitment to sustainable practices. Their environmental stewardship program was a person commitment by every member of the leadership committee and designed to inspire staff and increase enrollment in their initiative.
Design/Direction: Elizabeth Bawol (Art director at Orange Element Design)
Planned Parenthood is the nation’s leading provider and advocate of high-quality, affordable health care for women, men, and young people, as well as the nation’s largest provider of sex education. Through health centers, programs in schools and communities, and online resources, Planned Parenthood is a trusted source of reliable health information that allows people to make informed health decisions.
This was a series we crafted in response to questions being asked online of Planned Parenthood's experts. We developed playful scripts, and cast "professional" cats to help make potentially embarrassing, but important content clear and engaging to young people.
Creative Director: Elizabeth Bawol
Senior Producer: Julie Zuckerbrod
Production: Moore & Associates
Script-writing and concept development: Planned Parenthood's creative, digital health and education teams. © Planned Parenthood Federation of America 2019
Planned Parenthood has 100 Years of Expertise in honest, clear and direct public sex education. In this series, shared online and across health centers throughout the country, Planned Parenthood explains the different methods of birth control available and how they work.
Creative Direction: Elizabeth Bawol
Animation and Production: Jaemin Yi