After 75 years fighting for Americans’ reproductive freedom, NARAL Pro-Choice America came to Teal with a big challenge: A new name. Reproductive Freedom for All. They’d already created the new brand. Now they needed a new website and a new design system to express it to their audiences. Adding to the degree of difficulty? That new brand had to expand their connection to Gen Z without distancing them from long-time supporters.
Teal began the process by developing a strategy and sharing several mood boards—crafting a visual design system that speaks directly to Gen Z while ensuring existing supporters still feel at home.
Expedited Timeline
The team wanted the site launched in five months. We wanted to know how fast we could get started.
To speed up the process, we adopted an iterative approach. Rather than devise a content strategy and design for every page, we focused on key sections driving at the most important goal: activating new supporters and seasoned advocates at a pivotal moment in reproductive rights history.
Action Oriented
The variety of digital activations makes it easy for repro justice defenders to join the fight in the locations, methods, and timeline that suits them best. Whether it’s signing a petition, text banking, learning about the issues, or donating, there’s something for everybody who cares about body.
Building Upon Launch
Teal’s partnership with Reproductive Freedom for All extends beyond the rebrand. We’ve created a roadmap full of new features and functionality that can be built on top of this solid framework.
With the 2024 presidential election around the corner, we moved quickly onto features to educate voters. The first major post-launch additions were tools for tracking federal legislation; scoring members of Congress on their voting record; and endorsing national, state, and local candidates. The practical, easy-to-use lookups run on complicated logic that hums quickly and seamlessly behind the scenes.
The Fight Continues
Opponents of reproductive freedom move fast—and so do we. Together, we make rapid, data-based decisions on where to next focus our efforts to best persuade more Americans to vote for our long-held freedoms. We’re loud, we’re bold, and we stand united.
Teal was invaluable in helping us get a fresh, user-focused website live under a tight turnaround timeline. The entire team was invested in our project, and we were incredibly impressed with how communicative, organized and transparent they were throughout the project. They were strong thought partners who encouraged us to be strategic and principled in order to create the website we wanted in a short amount of time.
