EMILY’s List
The Challenge
EMILY’s List is one of the most influential political organizations in the United States. Since its founding in 1985, EMILY’s List has helped elect 159 Democratic pro-choice women to the House, 26 to the Senate, 16 to governors' seats, and more than 1,300 women to state and local office. But success breeds competition. By the time Laphonza Butler assumed its presidency in late 2021, EMILY’s List was routinely accused of becoming out-of-touch with the progressive Democratic electorate: a pillar of the establishment it was created to disrupt.
Our Solution
President Butler was openly contemplating policy and messaging shifts to widen the organization’s appeal, embracing the intersection of reproductive justice with other progressive causes. This inspired us to reimagine EMILY’s List as a broad based progressive movement itself. FGS Global researched a century of hand-lettered signs from protests for women’s suffrage, civil rights, labor rights, and gay rights, ultimately developing an iconic new brand world that feels both timeless and of the moment.
Results
EMILY’s List launched the new brand in late August 2022 with a new manifesto, website and national tour built around our tagline: Run. Win. Change the World.
President Butler: “We create change when we are in the room where decisions are made. And we are only in the room when we run, and when we win. May we continue to be bold enough to run and win, indeed that is how we will change the world.”
