After a number of branding workshops exploring the organisation’s values, vision, brand archetype, and culture, the resulting brand concept was one that fused the service-lead nature of the organisation with the bold and colourful characteristics of the LGBT community.

A bright colour palette grounded by blacks and neutral tones offers a modernised and sophisticated take on the well known rainbow commonly used in LGBT settings. Stickers were designed to be used on the website, posters, and other marketing materials, and were a creative way of injecting fun and approachability into the brand, whilst simultaneously drawing attention to specific values, key services, and key messaging in a digestible and joyful way. Image framing offers further recognisability to the brand and allows for customisation of stock images. Alongside the detailed brand guidelines, these elements created a fool proof system allowing the Birmingham LGBT team to confidently create multiple assets in house.

UX exercises allowed us to prioritise the needs of specific users and to come up with a number of user journeys and user flows. By strategically editing, removing, and merging content from the original website, the new Birmingham LGBT website is streamlined and user friendly, easy to navigate and professional, without compromising on style and creativity.