![[Lena He] Design for Good Final Point of Pride Redesign.png](https://static.wixstatic.com/media/213617_eb8f636106b04b5380285cbf3cdb4bdb~mv2.png/v1/fill/w_980,h_551,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/213617_eb8f636106b04b5380285cbf3cdb4bdb~mv2.png)
Brand Identity Redesign
As a graphic designer for Brown University's LGBTQ Center who also wanted to delve deeper into brand redesign, I was looking for queer-focused nonprofits that needed a visual update. I came across Point of Pride, an organization that helps provide medical and gender-affirming care to trans people in order to give them the support (emotional or financial) that they don't have in order to empower them. This was especially relevant in 2023 (and today), when many trans kids around the US are being denied their right to gender-affirming care.
Client /
Point of Pride
Role /
Visual Designer
Team /
Myself
Tools /
Illustrator
Photoshop
Timeline /
2 weeks, 2023
Brand Research
The organization already had a solid, consistent color scheme and brand; however, I was interested in finding ways to not only make the website more distinct but also more inviting and approachable. Before delving into the designs, I wanted to make sure my work aligned with the brand's mission statement and personality.
Brand Overview
Provide medical and gender-affirming care to trans people and give them the support they don't have (financial or emotional) so they feel empowered and valued.
Brand Personality
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Respectable, trustworthy
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Approachable
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Interacting with community
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Empathic, uplifting
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Informative
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Provide resources/access
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Drafting
Because Point of Pride is involved in providing support for various medical procedures, I wanted to ensure my logo designs presented them as dependable and respectable. However, I also wanted to highlight their empathic and uplifting mission goals as an organization, especially towards trans youth.
After some sketching, I liked the metaphor of a butterfly (signifying transformation) and a hand (signifying warmth and care), and focused my designs around those visuals.
After getting some feedback from peers, I leaned towards the logo of the outstretched finger, not only because of its simple geometric design but also how the finger seemed to be pointing, as a reference to "Point" of Pride.
Visual Style Guide
I wanted to have a bright and colorful palette with a subtle reference to the trans flag, alongside some simple yet fun and distinct typography.
Applications
To see how this design could be implemented in various real-life products, I designed a few ways in which this design could manifest.
