Umbrella
Problem Statement
The National Center for Lesbian Rights' current branding was outdated in terms of imagery and inclusive language. The organization actually represents the entire queer community rather than just lesbians from when they started in 1977.
Note: NCLR has since rebranded their organization on their own and visiting their website will not show an accurate representation of where this problem statement originated.
Solution
This rebrand incorporates queer rights history and current community spirit to create a strong message of embracing the past while still looking towards the future. Now called "Umbrella," the organization celebrates its same core values with a refreshed look.
Included in this full rebrand is a brand guideline highlighting organization values, visual identity, and examples of the brand in use.
Logo w/ Tagline
Marketing & Print Materials
Marketing for Umbrella is bold and completely harmless. This means going big with billboards and guerrilla marketing tactics to make sure their message is unavoidable. The specific guerrilla marketing campaign on display here targets the Supreme Court and blindfolds lady justice in representation of how queer rights have been overlooked.
Billboard Design
Supreme Court Guerrilla Marketing Campaign
Business Cards
Website
The home page of the website makes sure to hit all of the major pieces of information and resources available. Features to note that were added after analyzing other queer resource organizations are the light/dark mode toggle, safe exit button, and highly visible help line button.
Website Home Page
Brand Guidelines
These condensed brand guidelines encapsulate all of the important information to be able to quickly bring a new designer up to speed before having time to read through any larger documents.
Condensed Brand Guidelines