Center for Reproductive Rights

Creative Problem:

Since 1992, the Center for Reproductive Rights has used the power of law to advance reproductive rights as fundamental human rights around the world. Over time, their brand and visual system had grown outdated, cold, and overwhelming—failing to reflect the urgency and humanity of their mission or the breadth of their global impact.

Creative Solution:

My team and I built a refreshed modern visual system and comprehensive digital platform, moving away from staid legal aesthetics toward a bold, human-centric brand experience. A vibrant new visual identity introduced an expanded color palette and an emotionally resonant approach to photography connecting audiences across five continents. Custom illustrations brought complex issues to life and told the stories of people behind global cases. A dynamic new web experience precisely balanced the Center's legal authority with human storytelling — featuring interactive tools like custom global maps, clear pathways to engage, and showcased victories designed to inspire hope and action.

Role:

As Creative Director, I led brand strategy, visual identity, and brand design—guiding the organization from a cold legal aesthetic to a modern, human, movement-worthy brand presence.

Design Leads (UI + Brand): Alex Rosales / Grace Abe
Illustrations: Elizabeth Bawol + Hyewon Lee