All Above All is a campaign that unites organizations and individuals to build support to lift the bans that deny abortion coverage. Their vision is to restore public insurance coverage so that every woman, regardless of her income, can access affordable, safe abortion care when she needs it. Margaret Conway and Chrissy Faessen of Conway Strategic entrusted us with the mission of developing the name, creative concept, and visual brand language for the campaign.

We developed a name for this campaign that elevates the dialogue to focus on the social justice and equal rights component of the issue and specifically that all women should have the equal ability and access to make her own decisions. We looked to create a name that was aspirational, inclusive, and inspired people, specifically Millenials, to get involved and take action. From the foundation of this name and our supporting messaging such as Dare to Declare, Amend to Defend and Brave, United, Equal, we developed a visual brand language that spoke to individual empowerment for collective change in the use of selfie photography and hand brush stroke typography. We also developed a stylized asterisk in brush stroke as a design device that could be used to bring a deeper level of communication to the campaign and allow for more specific messaging on the issue. Looking to speak to our target audience of Millenials, it was essential that the campaign feel fresh and vital and so we chose a bright, neon green as the core brand color alongside black and white.

All Above All has engaged supporters across the country and continues the work of this multi-year effort to make critical policy change.

Video Credit: Directed & Produced by Rake Films