This project entails the process of rebranding a company. In my process, I included pricing and scheduling, brand research and competitive analysis, logo development and refinement, and brand applications.

I chose Planned Parenthood because of the way it is represented and perceived of in popular culture. Planned Parenthood has become a politicized symbol within national rhetoric; the organization is oftentimes used in the same sentence as “abortion” and common perception of the organization many times stops there. What many don’t know is that Planned Parenthoods across the country provide vital healthcare services for women that ranges from things such as mammograms to family planning services. In this rebranding, I wanted to emphasize the range of services and wide appeal to a broad audience of Planned Parenthood.

The logo development predominately started from the tagline that I had come up with. I wanted the logo and tagline to center around the idea of demystifying aspects of the healthcare system and imply that this is a dialogue; the relationship that the user or customer has with their health and healthcare provider should be an easy and informative one. This, coupled with the many avenues that Planned Parenthood provides for patients to access healthcare, led the tagline to be something straightforward and concise so that the overall branding also has a direct, yet friendly tone. The logo itself plays off of a question mark and heart to imply the friendly and direct “questions answered” tone.

I created a three types of deliverables for the brand applications; corporate, digital, and promotional applications where I show how the logo and brand system function and look like. These are meant to show how the brand system changes in accordance to the audience and situation at hand. The corporate applications are meant to look more professional. The overall design is meant to be flexible so that any employee would be able to use them. The business cards would be different colors depending on the type of position the employee inhabits.

A large part of Planned Parenthood's outreach is done through their website; it is the first place that people go to with questions and is meant to answer simple questions and help drive users to make appointments (either through chat or video chat or on location). This is why I had the website and mobile site follow a question and answer format. It is designed to be direct and make information accessible and straightforward. I built out the homepage, a general information page, and a more specific page on a topic to show how the overall system works.

Another large part of Planned Parenthood's brand are it's locations. I wanted to create pieces that would give cohesion over multiple locations and also educate and inform about popular services. This is why I created a few print deliverables that include a series of posters that also followed the question and answer theme, a bookmark-sized deliverable meant to be given to patients to educate on specific issues and medications, as well as a tri-fold pocket-sized leaflet for more general information.

Finally, I created deliverables as promotional materials meant to be used in events such as community outreach. The materials are positioned so as to provide general information about Planned Parenthood instead of specific services. These pieces also follow the question and answer theme throughout the rest of the deliverables.