Special Wellington rebrands Family Planning to Sexual Wellbeing Aotearoa

WELLINGTON, Yesterday: Following a competitive pitch, Special has partnered with Family Planning to rejuvenate the venerable 80+ year old brand, introducing Sexual Wellbeing Aotearoa.

This not-for-profit organisation has been a beacon since 1936, leading the charge as Aotearoa’s foremost advocate for equitable sexual and reproductive wellbeing.

Jackie Edmond, Chief Executive of Sexual Wellbeing Aotearoa, remarks: “When we started in 1936 our name was the very catchy Sex Hygiene and Birth Regulation Society, in 1939 we changed to Family Planning and that’s been our name ever since. A lot has changed since then. Our work now ranges from sexuality education to STI treatment, to fertility support. Our work has evolved as the needs and attitudes of New Zealand have evolved, but our brand had not.”

Bethany Omeri, Head of Strategy at Special Wellington, points out that sexual and reproductive health is a crucial part of overall wellbeing that deserves recognition. However, it’s often shrouded in taboo, hidden behind euphemisms, and addressed in clinical terms. Sexual Wellbeing Aotearoa adopts a refreshingly direct approach, embracing diverse experiences and demystifying common issues. Their mission is to transform discomfort into comfort, a vision reflected in their new brand and name.

“We are thrilled with the work Special have done to set us up for the future.”

With the support of Special, Sexual Wellbeing Aotearoa was conceptualised. From the initial brand strategy to naming, identity design, and implementation across their materials and clinics, Special has steered this rebranding from inception to completion.

Heath Lowe, Special’s Executive Design Director, adds “The brand symbol was born from the idea of connection and conversation, expressed as ‘Let’s Talk’. It reflects love and support while also being open, confident, and contemporary. Paired with a vibrant colour palette and bold, emotive illustrations, Sexual Wellbeing Aotearoa are set to help you build a comfortable relationship with your sexual wellbeing.”

Jackie Edmond, Chief Executive of Sexual Wellbeing Aotearoa, adds: “We are thrilled with the work Special have done to set us up for the future. Family Planning has been here for nearly 100 years; Sexual Wellbeing Aotearoa is ready for the next hundred.”

The launch of ‘Sexual Wellbeing Aotearoa’, complete with a comprehensive brand strategy, identity, and brand system, thoroughly revitalises the Family Planning brand, rendering it empathetic, empowering, confident, and expert.