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, 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. By the time of our project in 2021, Right To Be trained over 200,000 people in bystander intervention. 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 what they do.
As we started by running brand workshops and 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. 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. Right To Be’s new inclusive logotype is based on the idea of creating space for everyone to join us on this journey. The new visual identity we built for Right To Be represents the collective building of a better world, one that’s free of harassment and filled with humanity.
Our new brand allows the organization space for inclusivity and intersectionality. We invited the wider Right To Be community to the rebranding process, providing a sneak peek into the brand and the reasons behind our change. Armed with the new brand, Right To Be has broadened their work to reach a wide audience, partnering with community-based organizations to offer bystander intervention programming at moments of heightened need.