Wisconsin Abortion Fund Organizational Identity and Website

We partnered with the former Women's Medical Fund Wisconsin to craft a comprehensive rebrand through the process of becoming the Wisconsin Abortion Fund (WAF). Through focused identity sessions, we co-created their new name and tagline: “Access. Autonomy. Community Care." 

 

Their brand personality embodies a "cool warm auntie,” nurturing yet revolutionary, and their brand voice uses gender-expansive, stigma-free language, balancing warm accessibility with professional expertise. We created a visual language of organic forms and confident lines, centered around the wood violet, Wisconsin's state flower, which serves as both geographical anchor and powerful symbol.

 

Each part of the violet anatomically represents WAF's core values: roots (accessibility), cleistogamous buds (autonomy), partially opened flowers (dignity), heart-shaped leaves (trust), open blooms (liberation), and rhizomes (interconnectedness). The logo features the violet's hidden self-pollinating flower, symbolizing protection and self-determination while connecting to the flower's historical significance in queer communities.

 

We then developed a complete visual system including botanical collage elements against brand color circles with golden rings, designed to represent the diverse communities WAF serves. Our partnership extended through copywriting support and website development, branded stationery, merchandise design, and an updated advocacy toolkit.

 

Client: Wisconsin Abortion Fund (WAF) provides financial, logistical, and emotional support to people seeking abortion care.

 

Service: Organizational Identity, Identity Guidebook, Business Cards, Letterheads, Advocacy Toolkit, Website, Merch