Grandmothers for Reproductive Rights
How we transformed a grassroots reproductive justice organization into a unified national movement with a powerful intergenerational voice.
Following the Dobbs decision that overturned Roe v. Wade, elder advocates across the country were mobilizing with fierce determination. What began as scattered grassroots efforts was evolving into a national movement, but GRR! lacked the cohesive brand identity and digital presence needed to unite these passionate voices and amplify their impact.
The challenge was clear: How do you honor the wisdom and lived experience of elders who remember pre-Roe realities while creating a modern, accessible brand that resonates across generations? How do you transform passionate individual actions into a coordinated national movement that can create lasting change?
We didn't need to change who GRR! was. We needed to help them articulate their authentic power and create a brand that could carry their fierce legacy forward.
The Problem
Limited digital presence and outdated website
No cohesive brand identity across state chapters
Inconsistent messaging about who they are and what they do
Difficulty communicating their unique value in a crowded reproductive rights landscape
Challenge connecting elder activism with younger generations
The Deeper Truth:
GRR! was sitting on something revolutionary: the only organization centering elder voices and wisdom in reproductive justice work. Their members brought irreplaceable historical perspective—many remembered the dangerous reality of illegal abortions and the long struggle for reproductive rights. This wasn't just another reproductive rights organization; this was a movement bridging past struggles with present action, ensuring hard-won wisdom informed today's fight for bodily autonomy.
Their challenge wasn't about better tactics or louder messaging. It was about helping them see their authentic power clearly first—then expressing that truth in a way that would unite their movement and inspire action across generations.
Project Scope:
Comprehensive brand strategy development through the Brand Being Method
Complete brand identity system (vision, purpose, values, positioning)
Brand personality development including tension point and voice guidelines
Full website redesign and copywriting
Visual identity guidelines
Strategic positioning in the reproductive justice landscape
Our Opportunity
Through our Brand Being Method, we became strategic partners with GRR!, diving deep into what made their movement unique, powerful, and essential to the reproductive justice landscape.
What We Discovered
The Historical Imperative: GRR! members possess irreplaceable lived experience from pre-Roe America. These aren't abstract policy debates—these are personal memories of dangerous realities that younger generations need to understand.
The Visibility Gap: Society often renders elders invisible, yet GRR! was proving that grandmothers and elders are powerful advocates with both the time and passion to create lasting change. They needed a brand that challenged ageist narratives while showcasing elder activism.
The Intergenerational Power: The magic happened when elder wisdom met younger energy. GRR! wasn't just protecting reproductive rights—they were building bridges between generations, ensuring historical knowledge directly informed present action.
The Flexible Engagement Model: From intimate "Couches and Conversations" to bold public demonstrations, GRR! offered multiple entry points for activism. This flexibility was a strength that needed to be celebrated, not hidden.
Brand Strategy
From scattered efforts to unified movement
Armed with discovery insights, we developed a comprehensive brand strategy that would position GRR! as the essential voice bringing elder wisdom to reproductive justice work.
The Strategic Framework:
Brand Tension Point: Fierce Legacy
Passionate advocacy powered by the inheritance of reproductive freedom struggles.
This tension point captures the essence of GRR!—the combination of fierce, unapologetic activism grounded in the weight and wisdom of lived history. They're not polite. They're not quiet. They're grandmothers who've seen this fight before and refuse to let history repeat itself.
Core Values:
Truth-Telling: Honest information and authentic stories counter misinformation and stigma
Intergenerational Justice: Reproductive freedom requires both elder wisdom and younger energy
Autonomous Collaboration: Effective movements honor local wisdom while creating collective impact
Point of Difference:
GRR! stands apart as the only organization that centers elder voices and wisdom in reproductive justice work, creating meaningful connections across generations to protect reproductive freedom.
Unlike other reproductive rights organizations, GRR! leverages the unique historical perspective and community influence of grandmothers and elders who remember pre-Roe realities. Through education that spans generations, advocacy that challenges stereotypes about elder activism, and organizing that centers elder voices, we build bridges between past struggles and future freedoms.
Brand Personality
Finding the voice of fierce legacy
We developed a complete brand personality that honors GRR!'s unique position while making them accessible to supporters at all engagement levels.
Voice Traits:
Passionate: Unwavering conviction and authentic energy about reproductive freedom. We balance strong emotion with clear purpose, transforming concern into constructive action.
Accessible: Straightforward, jargon-free language that removes barriers to understanding complex reproductive health topics. We meet people where they are.
Experienced: The depth and perspective that comes from lived history. We communicate with the weight of elders who remember pre-Roe realities, offering compelling narratives that illustrate why reproductive freedom matters.
Visual Direction:
Semi-minimalist approach emphasizing messaging over decoration
Bold typography with geometric, tone-on-tone stripe patterns
Activist symbolism (picket signs, megaphones, banners)
Photography of grandmothers taking action, often in dramatic black and white
Vibrant color palette balancing heritage green with energetic gold and coral accents
Clean, modern design that commands respect while remaining approachable
Marketing Strategy
We developed a strategic marketing approach built around three key pillars: creating anticipation, fostering community, and delivering authentic experiences.
The plan featured a phased rollout beginning with mysterious teasers and building to a coordinated launch across digital and physical spaces. We focused on Instagram and TikTok as primary platforms, creating content tailored to BookCon's audience of passionate readers.
Our NYC-focused experiential campaign included book drops, library takeovers, and street-level activations that transformed online connections into real-world interactions. Strategic partnerships with BookTok influencers and indie bookstores will amplify reach while maintaining authenticity.
Website Development
Bringing the brand to life digitally
Following brand development, we completely reimagined GRR!'s digital presence, creating a website that would serve as both organizing hub and movement amplifier.
Ready to Transform Your Brand?
We specialize in crafting authentic brand experiences that connect with your audience and drive your business forward.