Brand Strategy Visual Identity

Choice in Health Clinic (CIHC) is a non-profit abortion clinic with a community-based board of directors. They work as health care providers as well as advocates, working to normalize abortion and create pathways for access. As we often heard them say, “the right to an abortion is inconsequential if you don’t have access.” CIHC worked with WE to develop a visual identity, rooted in research and strategy, that offers a sensitive approach, recognizing that abortion needs to be inclusive of all pregnant people, their partners and families. The brand aims to position abortion as both healthcare and self-care, leaving room for a spectrum of emotional responses, supporting agency and the power of informed choices. Such a politically and emotionally charged topic required a deep understanding of the challenges CIHC and their patients face, and we worked closely with their team to ensure the brand addressed their needs. Developed with flexible usability in mind, the brand colour palette matches standard printer paper, and a library of illustrations makes it adaptable. The AODA typeface, courtesy of Helsinki Type Studio, ensures their material is accessible.