Whole Life Project, a sub brand of AND Campaign, was founded upon the principal of valuing the livelihood and health of both woman and child. They seek to change the narrative on abortion and address issues and policies like access to healthcare and affordable, quality childcare. Their ultimate goal is to educate communities and create policies that supports the “whole life”. We sought to establish a brand system that tackled the stigma of abortion and portrayed women from a place of confidence instead of shame. Whole Life Project's visual aesthetic and brand assets are intentionally warm, expressive, and authentic.