A fresh look for a seasoned leader in the fight for abortion rights and reproductive freedom.
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 (RFA). 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.
They wanted the site launched in three months. We wanted to know how fast we could get started.
Rising Rebels and Legacy Fighters
Working closely with RFA’s design agency, Teal created a fresh identity that resonates with new activists and seasoned advocates alike.
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.
Our strategy focused on key content sections that encouraged diverse audiences to take action and participate in events. This meant building a solid framework that could accommodate future additions, all while adhering to an ambitious timeline.
Reproductive Freedom for All needed a website that resonated with its distinct audiences while making it easier for visitors to take action.
Reproductive Freedom for All doesn’t provide reproductive health services, which allows them to speak in a bolder, louder way. Teal helped the org lean into this side of their messaging.
Our collaboration with RFA was about more than name change; it was about redefining their message: The “Path to Freedom” page lays it out clearly.
Reproductive Freedom for All wanted a digital experience where all are welcome and can see themselves reflected in the journey.
Bold and simple designs communicate vital statistics while staying true to RFA’s signature purple theme.
Supporters can sign up to receive updates through their preferred channels.
Teal’s partnership with RFA extends beyond the rebrand: We’ve created a roadmap full of new features and functionality so RFA’s small internal team can learn from data, make faster decisions, and persuade more Americans to vote for long-held freedoms.
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.
A completely new look for the think tank’s research, commentary, scholars, and events—one that reflects Brooking's position as a beacon for policymakers worldwide.
Let’s do this.
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.
