BRANDING & VISUAL IDENTITY, Social & web graphics

HRCF’s Next Level Initiative

DESCRIPTION

Next Level is a digital initiatives training program of the Human Rights Campaign Foundation that aims to provide skill-building and financial empowerment for LGBTQ+ Black and Brown young adults.

PROCESS

We were engaged with key stakeholders including HRCF employees, consultants, committee members and members of the community every step of the way throughout the process.

NAMING

Next Level: A catchy name that speaks to the goals of the program and piques interest for the targeted audience. “Next Level” draws parallels to the phrase “leveling up,” which we learned through community feedback, is a prevalent idea in Black and Brown communities.

Build your future (tagline): The focus is on the individual (“you”) and it is directly reaching out to the target demographic.

COLORS

Using the full spectrum of Progress Pride flag colors in conjunction with HRC’s brand colors

SYMBOLS

The checkmark is a dynamic symbol that epitomizes the brand essence. It has a hand-drawn feel while directly referencing the Ballroom scene, specifically the dip or “death drop” (depending on who you ask within the community) with one knee down and one leg fully extended.

The rainbow gradient and building blocks, though not formal parts of the logo, are important supporting elements that are implemented in additional program materials.

PHOTOGRAPHY

To provide personalization, realness, and a community feel, we pulled photos of real folks from HRC’s photo archive who represent the primary intended audience, which is members of the Black and Brown LGBTQ+ community.