Amplifying the movement for reproductive justice.
In an election cycle where reproductive rights were on the ballot, we partnered with URGE to tell a powerful story of resistance, movement building, and policy impact.
Their work defending the rights of young people, women, LGBTQIA+ communities, and people of color—especially in the South and Midwest—demanded a storytelling approach that matched the urgency and depth of their organizing.
URGE came to us with a long list of accomplishments seeking structure for how to communicate them to an audience unfamiliar with their on-the-ground efforts and strategic organizing. Our goal was to revamp their visual identity and shape a clear, compelling narrative that captured the breadth of their work for both institutional funders and individual donors.
What We Did
- Developed a narrative structure anchored in the four pillars of their work
- Created a theory of change that connected the dots between advocacy, community power, and policy wins
- Unified visuals, social posts, and field images into a bold, vibrant design language
- Delivered a print and digital report designed to meet people where they are—mailboxes and inboxes alike
- Packaged a toolkit of static and animated social media assets to promote the report across platforms
The report became a cornerstone of URGE’s post-election outreach, helping them clearly communicate their impact to funders and supporters during a critical election cycle. The narrative and theory of change also gave internal teams a shared framework to align messaging and deepen engagement across programs.
Team
Marisa Ruiz Asari
Meaghan Barry
Elaine Lopez | Brand Support
Katherine Chui | Motion
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