2024
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Client's Name
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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
Entrant Company
Avalanche
Category
Design and Creativity - Website Design
Country / Region
Ireland
Entrant Company
New York University
Category
Design and Creativity - Design and Creativity / Other___
Country / Region
United States
Entrant Company
CalmWave
Category
Apps & Softwares - Best Use of AI & Machine Learning
Country / Region
United States
Entrant Company
The Vilcek Foundation
Category
Website & Mobile Sites - Microsite
Country / Region
United States