Reframing Abortion as Healthcare
RISE Collective was founded to expand access to compassionate, patient-centered, all-trimester abortion care at a time when reproductive healthcare is becoming increasingly difficult to access across the United States. The challenge wasn’t simply launching a new clinic—it was creating a healthcare experience that reduced stigma, built trust, and helped patients feel informed, supported, and respected before they ever walked through the door.
The Challenge
To fulfill its mission, RISE needed to overcome several significant barriers:
- Launching a brand-new provider-owned clinic
- Competing against decades of stigma
- Communicating complex medical information
- Helping patients making one of the hardest decisions of their lives
- Standing apart from traditional healthcare branding
- Building trust immediately
The Strategy
We recognized that every interaction—from a Google search to scheduling an appointment to arriving at the clinic—could either reinforce stigma or build trust. Rather than treating branding as a visual exercise, we developed a patient-centered communications strategy that used identity, messaging, digital experience, and environmental design to make abortion care feel approachable, trustworthy, and compassionate.
Abortion is Healthcare.
BRAND POSITIONING
A Beacon Through Uncertainty
Illuminating a path to care
RISE is built on the symbolism of a rising sun—a beacon of hope, care, and possibility. The identity reframes abortion as essential healthcare through a visual language that feels warm, optimistic, and deeply human. Inspired by the spirit of “Make Roe Legal Again,” the brand blends retro influences with contemporary design to connect past and present, honoring the history of reproductive rights while pointing toward a more equitable future.
VISUAL IDENTITY
A Brand That Feels Human
The identity system brings that strategy to life through a modern-retro wordmark, a vibrant sunrise-inspired color palette, and a collage-driven visual language that reflects the diversity of RISE’s patient community. Layered textures, expressive imagery, and intentional imperfections replace traditional clinical aesthetics with an experience that feels approachable, compassionate, and authentic—building trust before patients ever step through the door.
Radiant Spectrum
A full-spectrum palette evokes both sunrise and inclusivity.
Layered Narratives
Fragments are reassembled into a voice that feels immediate and new.
Modern Retro Type
Vintage forms reimagined with a contemporary voice.
Rather than relying on clinical language or political messaging, the brand was built around compassion, clarity, dignity, and empowerment. Every interaction—from the website to appointment information—was designed to reduce uncertainty, answer questions, and help patients feel supported before they ever walked through the clinic’s doors.
Compassion at Every Touchpoint
Digital Experience
Removing Barriers Before Care Begins
The website became the centerpiece of the project—and the clearest expression of RISE’s mission to make abortion care more accessible, compassionate, and patient-centered.
For many patients, the website is their first interaction with the clinic. It needed to do more than provide information; it had to build trust, reduce uncertainty, and reassure patients they had found a safe, credible place for care. The site was designed to feel as legitimate, professional, and welcoming as any other healthcare provider while preserving the warmth and humanity that define the in-clinic experience.
Navigation was intentionally simple and intuitive, helping patients quickly find the information they needed during what is often a time-sensitive and emotionally complex moment. Clear language, thoughtful information architecture, and accessible content reduced friction while making complex medical information easier to understand.
Original collage artwork, vibrant color, and approachable design extended the brand beyond traditional healthcare aesthetics, creating a digital experience that felt credible without feeling clinical.
The result is a website that does more than inform—it builds trust, reduces barriers to care, and helps patients feel seen, supported, and confident in taking the next step.
Every Decision Begins with the Patient
Every decision—from strategy and messaging to the visual identity and digital experience—was guided by a single principle: designing a healthcare experience that helps patients feel informed, supported, and respected. By replacing stigma with clarity and compassion, RISE created a brand that doesn’t simply communicate care—it helps patients experience it.
