DC Abortion Fund

Brand Overhaul

2022-Ongoing

CASE STUDY

Overview
In the wake of the 2022 Dobbs Supreme Court decision, I, like many others, felt a mix of anger, frustration, and helplessness. Harnessing this newfound, well... rage, I contacted over 50 women's health organizations and PACs, offering my skills and expertise—particularly in design—completely free of charge. Remarkably, only one organization responded: DC Abortion Fund (DCAF).

While I was thrilled to hear from them, they weren't just any organization for me. DCAF holds a special place in my heart as DC is the city I consider 'home.' Over the past two years, I've taken on a myriad of exciting projects for DCAF in addition to a complete rebrand.

About DCAF
The DC Abortion Fund exists to make reproductive choice a reality by providing financial support for individuals of any age who lack resources to access abortion care.

THE LOGO

Basic Principles:
1. Emphasize human connection
2. Bravery and destigmatization is the center of the brand
3. Should feel bespoke but also united

Keywords:
Trustworthy • Welcoming • Human • Friendly • Unapologetic

Old Logo

New Logo

the New LOGO

The new logo is simple and bold, putting emphasis on "DC" and featuring the DC flag - a common motif throughout the district and a sign of pride from many DC residents. The logo is created from a completely custom hand-drawn font and has been adjusted to be stacked and truncated.

Stacked

2/3 Icon

Stacked Icon

PROCESS: To view the final two concepts, click here.

COLOR

PRIMARY
These are DCAF's hero colors. These are the core colors of the brand. These colors are incorporated into a company’s logo and are central to the brand identity.

Peach

HEX: #f29f8d
RGB: 242 . 159 . 141
CMYK: 0 . 34 . 42 . 5
PMS: 487 C

Dandelion

HEX: #f2ba4d
RGB: 242 . 186 . 77
CMYK: 0 . 23 . 68 . 5
PMS: 142 C

Soft Black

HEX: #141e26
RGB: 20 . 30 . 38
CMYK: 83 . 71 . 58 . 71
PMS: 7547 C

ACCENT
These are the DCAF complementary, or accent, colors. They are to be used as accent colors and sparingly in marketing materials.

Periwinkle

HEX: #94a2f2
RGB: 148 . 162 . 242
CMYK: 39 . 33 . 0 . 5
PMS: 7451 C

Royal

HEX: #7555AB
RGB: 117 . 85 . 171
CMYK: 32 . 50 . 0 . 33
PMS: 7669 C

Green Sheen

HEX: #60BFAE
RGB: 96 . 191 . 174
CMYK: 50 . 0 . 9 . 25
PMS: 7472 C

Flamingo

HEX: #F26363
RGB: 242 . 99 . 99
CMYK: 0 . 59 . 59 . 5
PMS: 178 C

DCAF Gradient

Peach > Dandelion at a 30° angle
This is the DCAF gradient. It is made from the hero palette colors.

ACCESSIBILITY
Suggestions around color use and pairing based on web accessibility guidelines.

TYPOGRAPHY

Hand drawn individual letterforms in the same style as the logo. This font is to be used sparingly and only for very short phrases so as not to overwhelm the creative or get confused with the logo.

IN-TEXT ELEMENTS
Simple drawings can be used to enhance content. The rendering style of this identity element relates to, and visually integrates, the hand-lettered style of typography in our logo. The drawings can help to highlight information or as accents in layout.

When paired with the DCAF brand typeface, Poppins, all comms can feel tied to the brand and have a distinctly human touch:

ICONOGRAPHY

103 Illustrated icons available in all brand colors including the brand gradient. These icons an also be manipulated to create custom illustrated elements or artwork.

TEMPLATES

View the full presentation template here.

View DCAF's Social Templates here.

BRAND IN-USE

CREATIVE EVOLUTION

Many of DCAF's projects have reminded me why I fell in love with design as a career in the first place, and perhaps my favorite to date is this zine—a vivid embodiment of DCAF's punk and rebellious spirit, celebrating the radical self-love inherent in women's healthcare. Inside its pages, you'll find DCAF's year-end numbers alongside a compelling call to action, urging us all to continue the fight for basic human rights. See the full zine here!

In 20204, DCAF decided to forgo their usual fundraising party and try something a little different: a 3-Day Festival celebrating local artists, venues, and vibrant community of DC all in the name of Women's Rights. See more about DCAF's 2024 My Body My Festival event branding here!