NATIONAL PARTNERSHIP FOR WOMEN & FAMILIES

For the National Partnership for Women & Families, MIJO created We Keep Moving, a cinematic brand film about the ongoing fight for reproductive freedom, paid leave, equal pay, and healthcare equity. The film began with a simple truth: some of the most damaging attacks on women and families happen quietly every day, buried in legislation and made real with the stroke of a pen. Against that feeling of finality, the campaign offered a defiant response: we keep moving.

We built a visual system to carry that message beyond the film. Signatures from actual legislation—the marks used to block abortion access, deny paid leave, and limit people’s futures—were reclaimed as bold scribbles of resistance. Legal codes, line items, and redacted clauses became gritty textures, while oversized typography drew from protest posters, street art, and political flyposting. The work extended across posters, merchandise, refreshed branding, and a campaign microsite where supporters could download, print, and bring the designs into rallies and community action.

The film aired on TV screens across U.S. airports during the 2025 NFL Kickoff Game, while the poster campaign was named a finalist for an international design award. Together, the film and design system turned a message of resistance into something people could watch, share, print, carry, and use.