Branding + Logo + Collateral

EMILY’s List

EMILY’s List — the largest national resource for women in politics — was created by Ellen Malcolm in 1985 to fund campaigns for pro-choice Democratic women, and strategically torch-light the balance of power in our government.

Igniting change and making history

The name “EMILY’s List” is an acronym for “Early Money Is Like Yeast” (i.e., it makes the dough rise). The saying is a reference to a convention of political fundraising that receiving major donations early in a race is helpful in attracting other, later donors.

The EMILY’s List brand refresh sought to reach out to a younger, impact-minded support base, consistent with the organization’s strategic plan for growth.

Working closely with EMILY’s List stakeholders, PMG Inc. led an effort to define the positioning, voice, copy and brand strategy. In collaboration, Roni Lagin & Co. created a full array of branding deliverables including the logo, design platform, event signage, brand standards, photography, social media, email marketing templates, and a brand essence video.