For decades, access to abortion care and reproductive justice has been systematically undermined. In 2022, the Dobbs decision marked a new low, setting reproductive rights back to a level not seen in a generation. Free and Just was created to educate Americans by collecting and sharing personal stories that illustrate what life is like in a post-Roe America.
Naming the brand
I led the process of guiding the team to a consensus on the brand name. Through various exercises, we delved into the essence of the brand, its tone, and the message we wanted to convey. Ultimately, we chose the name "Free & Just" because it reflects our fight for a country where individuals are free to make decisions about their bodies and reproductive justice becomes a reality.
Branding
The stories shared by Free & Just storytellers could be those of your aunt, cousin, friend, or neighbor—that’s the feeling we wanted the brand to evoke. This wasn’t about a political moment; it was about people’s lives. To capture that, we needed a brand that felt inclusive and nonpartisan. We chose to focus on the future and the framework we can build, rather than solely dwelling on the devastating loss of 2022. To reflect this, we crafted a brand that was vibrant and approachable, infusing warmth, power, optimism, and hope into the space.
Uplifting stories
“Our voices, our stories, our future”—Free & Just’s tagline comes to life through the real experiences of people across the country. To kick off our content collection, I led the organization in a content capture day where we filmed six powerful storyteller interviews. With over eight hours of footage, the Free & Just team is now well-equipped to spotlight key narratives as abortion and reproductive justice continue to emerge in the national conversation. Below is one of the ads my team produced during the government shutdown in September 2023.