Reproductive Freedom for All
A fresh look for a seasoned leader in the fight for abortion rights and reproductive freedom.
On November 20, 2020, GirlTrek’s one millionth member made a choice to walk for better health. For this “life-saving sisterhood,” it was a realization of a vision hatched in 2010 to transform Black lives through walking, and to heal trauma and fight systemic racism through Black women advocating for change. At this inflection point, GirlTrek asked Teal to reimagine their website and create a platform that can scale to match their plans for another decade of building power and changing lives.
The original site did not capture the spirit of GirlTrek’s bold vision, proved confusing to potential new members, and didn’t keep pace with the organization’s growth and profile. Users were asking, “How do I get started?” and “Help me understand the benefits this community has to offer.”
Together, we charted a new journey, building a path through the website that carries users from signup and sneakers to finding community and becoming a crew leader.
The result? A vibrant new site that’s as dynamic as GirlTrek’s members, ready to help map the next phase of this health revolution for Black women. Our collaboration with GirlTrek proved to be a remarkable success, culminating in the honor of receiving the Gold Anthem Award in 2023.
Visually, Teal took an existing logo and created a bold and typography-focused new brand expression. We punched up the vibrancy of the signature blue, built out a palette with striking accent colors, and gave the GirlTrek team a design system that’s flexible—so uniquely styled campaigns like Black History Bootcamp and “Daughters Of” can all fit underneath the brand umbrella.
Throughout the site, we featured GirlTrek’s powerful photos to make the organization feel authentic and approachable to new members. And, with real member videos rolling, the site feels alive with movement.
We structured the site around the core movement journey:
Together, this unconventional structure shows potential, new, and long-time members how GirlTrek works and offers myriad ways to get involved—at whatever pace is right.
A fresh look for a seasoned leader in the fight for abortion rights and reproductive freedom.
The part where we ask you to cough up your email. So we can discuss all the amazing things we’re gonna do together. No pressure. Really.