NY Digital Awards -  Silver

2024

Studio Mosaic + Mayday Health: Empowering Healthcare Access

Entrant Company

Studio Mosaic

Category

Design and Creativity - Branding

Client's Name

Mayday.Health

Country / Region

United States

After the overturn of Roe v. Wade, design and tech agency Studio Mosaic recognized the need for a prominent voice on reproductive healthcare. Mayday Health, a nonprofit founded to deliver abortion information to all 50 states in the wake of the Dobbs decision, rose to the challenge with a critical and urgent mission. But like most nonprofits, they lacked branding that set them apart from the thousands of other grassroots organizations.



Mayday chose Studio Mosaic to lead a comprehensive branding effort. The creative direction needed to be friendly, approachable and serious while being loud to cut through the noise and connect with people in hard-to-reach places. Combining bold color contrasts, clear type and pill-inspired imagery, Studio Mosaic designed a variety of highly impactful creative assets, including a new website, ads and social content, with the new branding.



Studio Mosaic also met the moment with a series of billboards to amplify Mayday Health's message, including one that boldly stated, 'Pregnant? You still have a choice.' When Mayday Health faced a baseless subpoena from the state of Mississippi, Studio Mosaic doubled down—designing and launching 20 new billboards in defiance. And when Mayday Health opened a storefront in Bastrop, Texas, Studio Mosaic navigated strict legal constraints to create bold signage showing residents exactly where to find abortion help.



The brand campaign positioned Mayday Health to lead the conversation around reproductive rights in a post-Dobbs world. The billboards caught the public and the press’ attention-earning features in top publications like Time, The New York Times, and Platformer. Within 48 hours of the launch, Mayday Health had reached millions, including members of Congress, and garnered over 100,000 likes on its first post. On the day Roe v. Wade was overturned, Mayday Health’s posts reached more people than Planned Parenthood’s, despite Mayday Health starting the day with zero followers. Mayday Health’s rebrand is a prime example of what Studio Mosaic does best—seizing a cultural moment, sparking critical dialogue, and driving immediate impact.

Credits

Creative Director, Studio Mosaic
Robyn Kanner
Director of Accounts, Studio Mosaic
Deanna Marie-Norcross
Deputy Design Director, Studio Mosaic
Eric Ziminsky
Engineer, Studio Mosaic
Anna Impson
Brand & Product Designer, Studio Mosaic
Rae Roberts
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