After ten pioneering years of breakthrough work, the Center for Reproductive Law and Policy came to us with concerns about their name and its acronym (CRLP). They rightly suspected that these were handicapping the legal advocacy organization and hindering further recognition and funding.

To raise their profile, we helped them forge a new identity as the Center for Reproductive Rights, with a new name, themeline, positioning, and communications framework.

The branding process itself rallied independent internal groups around a common vision. It also helped the team maintain momentum through a major strategic shift, a difficult transition from the founding leaders to new challenges in the legal, political, and funding landscapes.

Communications Director,
Center for Reproductive Rights

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Press Release