Right To Be

Started in 2005, Right To Be (originally Hollaback!) is a global anti-harassment movement and nonprofit organization dedicated to ending harassment in all its forms. Through their signature bystander intervention training, they equip people with practical tools to intervene safely when witnessing harassment, empowering everyday people to create welcoming environments for all.

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INITIAL CHALLENGE

On the cusp of a new stage of growth, Hollaback! felt their brand reflected a past journey, not the one they were currently on. The team needed a more expansive brand to reflect the enduring institution they had become. With that in mind, Hollaback! approached Wunderdogs to help rethink their brand identity. They wanted to show up as an inclusive institution applicable to anyone and to speak with one voice about who they are and how they do what they do.

CALL TO POWER

As Wunderdogs began by running discovery with the Hollaback! team, we identified a core differentiator: the natural resilience baked into their team and brand; the resilience that made it accessible for people experiencing trauma.

Hollaback! was guiding a change in culture where we no longer stand by, but stand with. It started as a call to action against street harassment but had evolved to become a call to power for each of us to build the world we want; free of harassment and filled with humanity.

Building on this realization, we developed a brand communication strategy centered around the idea of a "Call to Power to build a better world," while "turning care we have for each other into simple, creative, effective action."

The new name - Right To Be - is driven by the same idea: that the world we want isn't some far-off destination but something we create and recreate, bit by bit, every day.

TRANSLATING PURPOSE INTO DESIGN

In support of this strategic direction, Right To Be's new logotype is based on the idea that we're creating space for everyone to join us on this journey; space for people experiencing harassment to share their stories for affirmation and support.

The logo is deliberately inclusive. The blank space is an invitation to all. It offers a space within the community. The key visuals are a continuation of the logo concept: content appears from the logo dash at the bottom, symbolizing space for Right To Be's stakeholders.

EXTENDING BRAND INTO DIGITAL EXPERIENCE

The Right To Be website features custom user journeys tailored to different stakeholders: individuals seeking help, donors, and partners. It was built with security as a top priority, using a headless architecture that makes it extremely difficult to breach.

This technical foundation integrates seamlessly with Salesforce and the organization’s donor platform, creating a cohesive ecosystem for managing relationships and contributions.

The site also includes resources, training descriptions, an interactive calendar for free sessions, and donation functionality.

HATE AND HOPE TRACKER

Following the successful brand and website launch, Right To Be invited Wunderdogs to redesign and integrate their story-sharing app into the main site. We simplified the UX and user journeys, adding clear guidance at every step to make onboarding easier.

The expanded Hate and Hope Tracker allows users to document experiences of harassment—as well as moments of bystander support—and has collected over 32,000 stories to date.