Redefining a small-city champion of equitable birth control access.
For over a decade, Take Control Initiative has provided people in Tulsa, Oklahoma with access to free birth control. They hired us to help reimagine their brand identity in order to enhance public awareness and impact for the organization.
Brand, Visual Identity, Illustration
Approach
The biggest pain point we heard about their existing brand was its rigidity when it came to addressing different audiences. TCI’s main audience is people of reproductive age in the Tulsa area, but they also collaborate with community-based health organizations, clinicians and funders. They needed their brand to flex from serving as a call to action for low-income teens in one moment, to building trust with healthcare providers in another.
Result
Our brand system contains a range of expressive tools—from bold typography and patterns, to a clear and detailed illustration style, to a color palette that can encompass both quiet professionalism and cheerful activism. We transformed the Venus symbol (a mainstay of their original identity) into a more ownable set of symbols that nod to different types of birth control.
“The rebrand was like a visual team retreat! It gave us a moment to pause and reflect on the past, present, and future of the organization. We are now realigned and in solidarity about our aesthetic communication.”
