The Greensboro Pregnancy Care Center (GPCC) wanted to launch a new pregnancy awareness campaign on college campuses in the Greensboro area. Their goal was to create a new brand identity and marketing materials around a theme that would attract male and female college students in the Triad area.
GPCC wanted to let students know that they are available as a source of knowledge about pregnancy sexual activity, abortion and adoption. In addition, they offer ultrasounds, pregnancy tests, counseling and more.
One of the problems they have had in the past was having the word “pregnancy” in their name often keeps guys away, but since GPCC deals with more than just pregnancy, they wanted to find a way to reach out to guys who are sexually active on college campuses.
I decided it would be best to brand this new effort with something wholly unique and distinct from the GPCC identity. I came up with the name “Make Up Your Own Mind” because the center offers information to its clients that empowers to do just that—make up their own minds, apart from or in addition to other input they are receiving from popular opinion, peers, etc. The goal of GPCC is to give people information that is even-handed and balanced so that they can weigh both sides of each issue and make a truly informed decision.
The brand needed to be visually loud without being garish, and needed to have an honest, down-to-earth sensibility about it. I used a high-contrast color scheme, stamped text, a megaphone with blast rays and an overall grunge treatment as tools to develop the brand.
Right off the bat, I created two tee shirt designs for the campaign: heather grey American Apparel cotton crew neck short sleeve shirts. Each uses four colors: the guys uses black/white/red, and the girls version uses purple/pink/white.
I also created a one-page website which currently is used as a landing page which then points to the main GPCC website. This will be developed further in the future as this new program grows. In addition, I purchased the makeupyourownmind.org domain name, and GPCC has buyers negotiating for the variant domains such as .com and .net.