San Antonio Coalition for Life
Branding & Website Design
The Backstory
Cathy Nix, Executive Director of the San Antonio Coalition for Life, knew her Sidewalk Advocates needed more than a simple flier to engage with the public.
The women their Sidewalk Advocates talked to daily were looking for split-second solutions to their need for things like pregnancy tests, ultrasounds, STD/STI tests, and information on contraception, abortion, and the new Texas Heartbeat Law.
Cathy had an idea for an online referral service that connects women with free and low-cost reproductive healthcare services in the San Antonio area.
She knew they needed a website that conveyed professionalism, compassion and understanding. It would have to quickly and easily connect young women with the resources they needed, while visually conveying an emotional connection with the people they serve. She realized they didn’t have the technical know-how or the design-savvy to make her dreams a reality.
Cathy wanted a team of like-minded, passionate creatives to help her translate her ideas into reality and make a lasting impact in the lives of these young women.
The Challenge
- Discover the perfect tone and style for the brand. Without a name, logo, or initial branding concepts, they were starting from scratch.
- The only website they had was donor-facing and difficult to navigate. It was impossible for women to find the professional medical services they need.
- Google advertising and search results ignore providers that don't offer abortions when women search for abortions. They needed to make services more visible and accessible to those who need them most.
- The donor site did not express compassion, empathy, or authority. They needed a site that attracted the women they serve with open arms.
The Strategy
Research and Strategy
- Get to know the clientele that Sidewalk Advocates encounter–what are their demographics, desires, motivations, frustrations, and dreams?
- Sort and prioritize what they have in common to create a single user persona that reflects the whole.
- Research both pro-life and pro-abortion services to identify common branding elements with an eye for what's appropriate or inappropriate for branding. A brand should be similar but unique.
- Develop a brand name that is easy to remember, conveys who they are and what they do. Align brand name with a domain name (the main part of a URL address, e.g. google.com)
Branding
- Create branding that builds trust with abortion-minded women in crisis pregnancies. Convey empathy, compassion, and medical professionalism, with colors, branding, tone, and messaging.
- Branding needs to evoke feelings of welcome, understanding, and comfort right away. Women need to feel at ease and inspired to seek help.
- Branding must represent the client’s values and develop a comprehensive aesthetic.
- Create branding assets that resonate with those who are considering abortion. Speak to their desires while maintaining a professional and trustworthy tone.
- Balance medical and professional with friendly and consoling. Use visuals and language that are soft and feminine, and create a cool and calm environment.
Logo Variations
Site User Experience and Web Design
- Write copy that captures the user’s attention within seconds. Help the user make a decision about the content they’re looking for.
- Design must load quickly and be aesthetically pleasing, navigable, and consistent across the website.
- Connect abortion-minded women with the services offered in the San Antonio area with clear calls-to-action and simple descriptions of services. Highlight the value and benefits those services offer.
- Website must be mobile friendly.
Print Design
- Print collateral plays an important role in branding and reach for the client. It must be consistent with the website–warm, compassionate, and professional.
- Brochures are often the first point of contact with potential clients. They should create an immediate emotional connection.
- Brand awareness needs to be top-of-mind in print assets. Create consistent and recognizable brand image. Brochures must be easy to read, appealing, and available in English and Spanish.
- Pamphlets must include a call-to-action that encourages women to contact Care Referral. QR codes allow women to visit the Care Referral site immediately and learn more about the resources Care Referral provides. Care Referral can build their client base and provide continued support to women in need.
Why it Works
The sleek, mobile friendly, welcoming website communicates empathy and understanding. It looks professional and connects young women with the reproductive health services they need.
The site treats the end-user as the intelligent and savvy young woman she is. It serves her the information she wants while empowering her to make informed decisions about her pregnancy based on all the facts.
The design uses soft colors to convey a sense of welcome. Instead of images of women holding babies, the design favors images of happy and capable women. A woman will feel equipped to make an informed decision, not pressured into a pro-life agenda.
One of the best features of this site is the dropdown menu that appears in the header of the homepage. This menu promptly connects the viewer with the specific service she needs.
