CASE STUDY
Roadmap to Affordability
Summary
To make this project, Camino Creative partnered with the Contraceptive Access Initiative to produce a resource for policymakers to lean on while fighting to increase accessibility to contraception.
About CAI
The nonprofit Contraceptive Access Initiative (CAI) works to increase access to contraception for all: free from stigma, bias or coercion.
Client
Contraceptive Access Initiative
Services
Branding
Creative Campaign & Art Direction
Visual Identity
Film and Video Production
Print, Editorial and Visual Design
Data Visualization
instagram
@caminocreative
contact
info@caminopr.com
(212) 255-2575
Building the campaign
Services
Branding
Graphic Design
Creative and Art Direction
Visual Identity
Campaign Building
Drawing a Map
Our first hurdle as a creative group was to make a visual analogy that would fit the source material, which had four pathways— coverage under private insurance, under public insurance, for the uninsured, and a low price point— converging on a single destination, which was affordable over-the-counter access. Starting with a roadmap, we encountered our first problem: most roadmaps don’t have a direction, and road signs start with one location that lead towards many others. This was moving in the wrong direction.
The next stop was to look at transit maps, with a focus on maps with a clear destination in mind. Our search brought us to a custom map printed to guide travelers to the World’s Fair in 1939.
Social Media Graphic
Inspiration
Creative Solutions
The “World’s Fair” map was published on social media, but for the next step of the process we needed to make a version that was more tailored to Washington, D.C.; this stage of the process took a turn towards the London Diagram, and a more modern color scheme.
Subway Line Shape
First we looked at the shape of the subway line, which is thicker and rounded off into right and 45-degree angles on the D.C. Metro map.
Color
The first iteration of the map saw a departure from CAI’s main brand colors as a on-off project. In order to flesh out a larger campaign, the color scheme was updated to a “Primaries + Green” arrangement so that each one would be highly distinct from the others.
Type
To stay close to recognizable public transit branding, we changed our arrange of fonts from CAI’s typical typefaces to ones that more closely matched what you see on a subway. This made Helvetica an obvious choice as the primary font, and Berthold Baskerville gave a nice compliment for headers and display cases.
The Rollout
Services
Print advertisement
Digital Advertisement
Campaign Building
Creative Direction
RFI Ad
The first stage of this campaign rollout was a series of print and web advertisements placed in Politico and The Hill during the run-up to the RFI hearing. This featured two full-page ads, one in each publication, as well as a web takeover of the Hill.
Web
Designing the Report
To preserve the cohesion of the campaign, we had to reinvent the look and feel of this report from a typical CAI report. We leaned into the familiar aesthetics of public transit materials to draw a common thread between the ads and the report; bold Helvetica and Baskerville, a primary color scheme with added green, and the use of trains. This underscores the fact that this is for the public, and something that everybody will use.
Services
Video Production
Branding
Campaign Building
Videos
The final component of this campaign was a video companion, which put CAI’s medical expertise at the forefront. CAI co-founder Dana Singiser narrates while illustrations of each “line” demonstrate how that particular pathway leads to affordable access. To accomplish this project we coordinated between CAI and a third–party vendor, overseeing coordination between all parties involved in the project while also maintaining brand consistency to match the rest of the campaign.
Video
