Refreshing The Brigid Alliance's Website

The Brigid Alliance is a nonprofit with the mission of coordinating and funding abortion travel. When Justice Ruth Bader Ginsburg died and Justice Amy Coney Barrett was appointed to the U.S. Supreme Court, we reached a turning point in abortion rights. Early-term abortion bans, which were already on the rise, spread to more states and Roe v. Wade was at risk. Knowing their services were going to be critical, The Brigid Alliance sought to create an updated brand and website that better articulated what they do and why they do it.

Fwd People worked with Brigid through a series of workshops and feedback sessions to define their vision. The new brand brings that vision to life by balancing the urgency of the moment for donors with the need for comfort and clear, actionable information for individuals in need of their services. With organic shapes and a palate of softer green and vibrant colors, the brand seeks to welcome and warm everyone who sees it.

Now, we needed a website to showcase that brand and bring clarity to donors and clients alike. To clearly tell their story, we used illustrations to convey both the emotional support from Brigid staff and the tangible services they provide. The design guides visitors through the site with soft waves encouraging movement and brighter accent colors drawing attention to important CTAs.

With the leaked Dobbs decision, we had only a few months to launch the website and an unknown deadline as the decision to overturn Roe could be announced at any time. Luckily, we launched the new website a week before the decision was announced and the website’s traffic skyrocketed. The new brand and site welcomed thousands of new donors and was featured on Last Week Tonight and Inside Amy Schumer.