Because the communities that the two organizations serviced weren’t a 100% overlap and because there is a lot of emotion surrounding both subjects, we felt we needed to get more insight from the people they serve to know just where to start.
We created two surveys, one sent to their existing database and one delivered through Facebook to lookalike audiences to get a comprehensive view of what mattered to the people currently in their audience and those they had not yet reached.
The feedback from the surveys led us in the direction of a name that would be more focused on helping the LGBTQ community thrive. While AIDS was still a major effort for the org, their work was more on prevention these days than care which helped put the focus back on living a long healthy life.
With a strong, inspiring name, we embarked on a rollout for the new LGBT Life Center. Not only did communication benefit from the clarity of a unified name, the design was infused with new energy.
The mark selected combined the traditional rainbow with the concept of water rippling outward symbolizing both their fluidity and movement connecting with—and helping—more and more people.