Center for Reproductive Rights
Visual Identity, Website, Publications
Brand identity and website for the preeminent global legal advocacy organization advancing reproductive rights
Elevating the Language of Reproductive Rights Advocacy
Isometric designed a new brand identity and comprehensive website to foreground the ethos and work of the Center for Reproductive Rights. Its visual specificity and editorial elegance appropriately communicate the bold vision, rigor, and sophistication of a respected global legal entity at the forefront of reproductive rights advocacy. Nonprofit communications typically raise funds by depicting people as powerless victims in need of saviors. While the Center certainly responds to urgent issues around the world, its brand depicts people and their stories with dignity and agency, emphasizing the power of the rule of law to make long-term structural impacts.
©AP Images for Center for Reproductive Rights.
History in the Making
We supported the Center for Reproductive Rights to launch their new visual identity on March 4, 2020. That day, the Center and other coalition partners held a massive rally on the steps of the U.S. Supreme Court as it heard oral arguments in June Medical Services v. Russo, a landmark case the Center eventually won against the Louisiana state government’s unconstitutional abortion restrictions. The rebranding and comprehensive website overhaul intend to position the Center as the leading voice for women’s right to control decisions about their own bodies.
Communicating Serious and Wide-Ranging Work
The Center’s work takes place at the intersection of legal practice and human rights advocacy. It brings forth serious legal action against unjust actions and laws around the world, even as it organizes rallies and educational efforts to promote the full spectrum of reproductive rights as basic human rights. The brand identity needed to be flexible to accommodate both reserved and passionate applications. Ultimately, though, our charge was to represent an institution where people go to learn about reproductive rights and take sustained action after they have protested in the streets.
©AP Images for Center for Reproductive Rights.
