Sanger Initiative

Select a brand that is defunct, dying or dead and identify its essence. Revive the brand by repositioning and expanding the new brand’s identity and creating new extensions that open the company to a whole new demographic while still remaining true to its original soul.

The Solution

I chose to rebrand Planned Parenthood as a cautionary tale of what could happen if the organization was to be defunded. As the pioneer in women’s sexual health rights and family planning, Margaret Sanger founded the organization to give all women access to their reproductive rights.

In recent years Planned Parenthood has suffered a substantial amount of controversy and is constantly under threat of being defunded. Focusing on their brand soul and the founder’s controversial views on eugenics, I develop a futuristic underground clinic focused on the reproductive and family planning needs of humanity’s future. I did this by developing the new brand’s visual system and expanded into the various services, experiences and products offered.