NJAAF: Advancing Abortion Access

The New Jersey Abortion Access Fund (NJAAF) advances abortion access and bodily autonomy by funding abortions for people traveling to, from, and within New Jersey.

We share in NJAAF’s vision of “a world where everyone has the freedom and resources to create lives, families, and communities rooted in justice, safety, and joy, and where abortion access and bodily autonomy are guaranteed for all, regardless of identity, geography, or socioeconomic status.”

This pro bono project began with a careful Ideation phase in which we gathered requirements and helped develop public facing language to clearly engage stakeholders—be they patients seeking abortion care or supporters seeking to raise funds. We designed a logomark and responsive website that is “Jersey Proud” featuring the distinctive shape of New Jersey and its signature Pulaski Skyway.

We also created a launch strategy including a one-day Instagram takeover and highlights showcasing major sections of the website.