Below the Belt is a documentary following four women seeking relief from endometriosis, executive produced by Hillary Clinton, Rosario Dawson, and Corinne Foxx. I was commissioned to create a visual identity to support the film’s marketing.
Challenge
The branding needed to bridge an existing movement—the “Endo What” community, formed around a previous film by the same director—and a new identity specific to Below the Belt. This community includes advocates, patients, and policymakers focused on raising awareness and improving care for endometriosis. The goal was to evolve their limited visual language into a system that would feel familiar yet distinct for the new film.
Outcome
The final visual identity is rooted in the context of the film and the community it represents. The logomark is designed to feel authentic to those affected by endometriosis while remaining open-ended enough to spark curiosity. When paired with the film’s title, it sets the emotional tone and invites viewers into a deeper conversation about the issues the film explores.
By merging elements from the Endo What visual language with a fresh, distinct system for Below the Belt, the identity honors the existing movement while establishing a standalone brand. It supports both awareness and marketing goals by resonating with core advocates and engaging new audiences.
social media strategy & posts by Alexia Taylor
