Planned Parenthood Advocates of Oregon (PPAO) is the statewide advocacy and political voice for Oregon’s two Planned Parenthood affiliates, engaging in educational campaigns, grassroots organizing, legislative advocacy, and other activities to champion people’s reproductive rights.
- Brand value proposition, personality, mood, key themes, and style guide
- UX, content strategy, and sitemap
- Web copy
- Web design and development — responsive, mobile-friendly, and optimized for SEO
While PPAO has active grassroots support, the organization needed a better way to inspire casual supporters and fence-sitters to get involved. The existing site was full of information, but the design felt outdated and the calls to action muted. PPAO came to us for a brand refresh that included a new website and voice guidelines. The website needed to reflect the urgency, purpose, and resilience of PPAO’s and make visitors feel like part of the movement the moment the page loads.
Leveraging the look and feel of the national Planned Parenthood and Planned Parenthood Action Fund brands, we created a bold, spirited website that uses bright colors and modern typography to command attention and communicate urgency. The headlines and copy are blunt and action oriented, reflecting the brand’s candid, purpose-driven personality. The site includes bold calls to action on every page and an easy-to-navigate “Get involved” section, making it a breeze for supporters to join the movement however they want.