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.