Reproductive Justice Fund of Hawaii

Context

The Reproductive Justice Fund of Hawaii began as an abortion fund in 2016. Hawaii did not have a state law preventing abortion access, but it also did not have an existing fund to support patients. The organization initially helped cover clinical services for patients without insurance through the University of Hawaii OB-GYN faculty practice, and its support later expanded to incidental and travel expenses.

The pitch needed to acknowledge the practical barriers that remain across the islands: limited abortion-care providers outside Oahu and restrictions on using federal insurance for abortion care.

Concept: Hoʻomālamalama

I developed this identity as part of a pitch for the fund. The concept, Hoʻomālamalama, means to shine and give off light, especially in darkness. It was inspired by Polynesian wayfinding and by the idea of a community traversing hardship together.

The mark combines four ideas:

• Empowerment: the moon, historically connected to people who have been othered, also helped wayfinding communities navigate at night.
• Community: multiple figures rise together while keeping their individual forms.
• Autonomy: a guiding star represents each person’s right to navigate their own path.
• Support: the surrounding circle reflects the practical care the fund gives people who need aid.

System

Green creates a calm, grounded visual field while the circular mark stays clear at small and large scales. The identity was tested across an identity book, stationery, stamps, stickers, apparel, tote bags, posters, and a website concept.

The digital direction keeps the most important language direct: abortion is healthcare; information should be legible; and people looking for help should be able to find a next step without moving through an intimidating interface.

Outcome

The result is a flexible pitch system for an organization built on bodily autonomy and community care. Rather than depending on one campaign image, the identity can move between quiet one-to-one support, public education, fundraising, and visible solidarity.