A Nurturing Space

Sexual Wellbeing Aotearoa

A Nurturing Space

Sexual Wellbeing Aotearoa

A Nurturing Space

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Family Planning is Aotearoa’s largest national provider of sexual and reproductive health services operating since the 1930s. The name Family Planning was introduced in 1939 as their work focused on supporting married women to plan their children with contraception. Since then, their work had expanded ranging from sexuality education, STI treatment through to fertility support. While their services adapted as times and needs have changed, their brand hadn’t. 

Introducing Sexual Wellbeing Aotearoa.

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A brand that champions the historic organisation’s philosophy — sexual and reproductive health is a critical component of overall wellbeing, that should be embraced. People don’t need to hide behind euphemisms, or clinical language. Support should acknowledge diverse identities, and normalise the issues people experience (yes, even that).  Sexual Wellbeing Aotearoa want to make the uncomfortable, comfortable, and the new brand reflects this ambition.

Special developed the new brand from brand strategy through to naming, logo and brand system craft and application across their collateral and clinics. 

The brand symbol was born from the idea of connection and conversation. It reflects love and support while also being confident, strong and contemporary. Paired with a vibrant colour pallet and bold illustrations, Sexual Wellbeing Aotearoa are set to help you build a comfortable relationship with your sexual wellbeing.

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