Identity

With a goal to shift its brand positioning to “freedom,” NuvaRing, the female birth control brand, turned to RO NEW YORK for a fresh, modern visual identity and communication campaign concept. After studying the data to learn who our target audience is and what matters most to them when choosing their birth control, we discovered that approachability, ease, reliability, femininity, and community were important to convey through our brand refresh. Visually, we gave the familiar market color palette a new twist, and created an engaging logo to excite existing users and attract new users. We applied this system to the brand’s packaging, in accordance with industry standards.

Communication

The NuvaRing communication campaign concept we created focused on both the brand’s “freedom” positioning and women empowerment. With a headline of “Do your thing,” and a tagline of “Insert. Forget. Repeat.” we communicated that with NuvaRing, which is a monthly birth control, women have the freedom to pursue all of their other interests while knowing their birth control is keeping them safe.