Started in 2005, Right To Be (originally Hollaback!) is a global anti-harassment movement and non profit organization. On the cusp of a new growth stage powered by several exciting partnerships and projects, Hollaback! felt like their brand reflected a past journey, but the team needed a more expansive brand that reflected a journey they are on. With that in mind, Hollaback! approached us to help rethink their brand to reflect the enduring institution they have become. They wanted to show up as an inclusive institution that feels like it’s applicable for anyone – and speak with one voice about who they are and how they do what they do.
As we started by running brand workshops and 1:1 discovery interviews with the Hollaback! team, we understood that the one of the core differentiators of their organization was the natural resilience baked in their team, and their brand – the resilience that made Hollaback! accessible for people experiencing trauma.
But their brand reflected who they were when they started; in the meantime, 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 it has the power 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 – was selected, 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.
In support, 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 inclusive. The blank space is an invitation to all – it offers a space within our community.
The new visual identity we built for Right To Be is about bringing that world to life through design while we build it every day through our beautiful, resilient work. It represents the collective building of a better world. A world that’s free of harassment and filled with humanity.
The key visuals are the continuation of the logo concept: content appears from the logo dash in the bottom symbolizing space for Right To Be’s stakeholders.
The color splashes are directed to the right: as the metaphor of progress, movement and support. We used magenta as the main highlight as a nudge to Hollaback’s original identity, supporting it with a blend of expanded palette to offer a modern refresh for the organization’s previous color combinations.