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After several decades as Iowans for Life, we determined that a brand refresh was long overdue. What was once considered modern and compelling can lose its power over time. Working with Flying Hippo Branding + Digital we embarked on a brand overhaul including name, identity, website, key messaging, and marketing strategy.

Why change the name?

Although our mission is similar in many respects to the other pro-life groups in the state, Iowans for Life has some unique distinctions. We felt a name change would better convey those distinctions. Another primary goal of the rebrand was to attract a younger demographic. Plus, while our primary audience is Iowans, we plan on extending our reach beyond our borders and felt having ‘Iowa’ in the name was limiting.


Our new name, Pulse, conveys a first pulse or heartbeat of life and the idea that we’re an organization on the pulse of what’s happening with the pro-life movement. The modifier, “Life Advocates” provides further explanation of what Pulse stands for. Additionally, we surveyed a group of people in our younger demographic and the new Pulse name and logo was overwhelmingly viewed as much more appealing than our previous Iowans For Life name and mark.

Author: Press Release


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