Family Planning Rebrands to Sexual Wellbeing Aotearoa

Special has been working with Family Planning to evolve the 80+-year-old Family Planning brand.

Following a competitive pitch, Special has been working with Family Planning to evolve the 80+-year-old Family Planning brand which has been rebranded to Sexual Wellbeing Aotearoa.

“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,” said Jackie Edmond, Chief Executive of Sexual Wellbeing Aotearoa.

“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, Special Wellington’s Head of Strategy, added: sexual and reproductive health is a critical component of overall wellbeing that we should embrace. But too often it is treated as a taboo. Embarrassing issues that should hide behind euphemisms and be cleaned up with clinical language.

Sexual Wellbeing Aotearoa take a different approach — they’re direct, they make space for diverse experiences, and normalise the issues people have (yes, even that). In short, they make the uncomfortable comfortable. We wanted the brand and their name to capture and champion this philosophy.

Special has managed the re-brand from start to finish. From initial brand strategy, through to naming, identity design, and application across their collateral and clinics,


Heath Lowe, Special’s Executive Design Director, said “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, added: 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 new name ‘Sexual Wellbeing Aotearoa’ alongside a comprehensive brand strategy, identity and brand system has completely refreshed the Family Planning brand to be empathetic, empowering, confident & expert.

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