planned parenthood

During the pandemic, five Planned Parenthood affiliates across New York State officially merged into one: Planned Parenthood of Greater New York (PPGNY).

The goal? To build something bigger, stronger, and more unified at a time when women’s healthcare was increasingly under threat across the country.

We were tasked with helping shape the new organization’s narrative, visual identity, and launch creative.

With national headlines in chaos and reproductive rights under attack, New Yorkers were looking for reassurance and action closer to home. So instead of doomscrolling through the national landscape, we focused our message on what was working right here: more impact, more access, and a stronger future made possible by the merger.

We introduced PPGNY with a message of hope, power, and momentum, spotlighting what this moment meant for healthcare across the state: a better, bolder, brighter future for every New Yorker who counts on Planned Parenthood.

designed, written, and championed by a badass team of humans:
agency: Edelman
ecd: Kristen Kusterer
design: Adri Ramdeane, Anna Winguard
cw: Laura Walsh
ad: Esther Lee