Case Study: Refreshing a Heart-Centered Brand for The Pride Network

The Pride Network (TPN) is an organization dedicated to advancing LGBTQIA+ rights and leadership. Through healing and community, The Pride Network offers emerging and established LGBTQ+ leaders tools and opportunities to cultivate physical, emotional, professional, and even spiritual development.

Their established brand was created in-house when the organization was still young, and TPN leadership believed it was time for a rebrand. They had just successfully built a brand new website, and they wanted to roll out a modern, refreshed brand identity at the same time as their web redesign.

Good Rebellion embarked on a comprehensive rebranding journey, focusing on logo redesign, color usage guide, brand aesthetic, and merchandising concepts to enhance TPN's visibility and impact.

Challenges

1. Maintain Brand Identity - the challenge was to refresh TPN's brand without losing its essence and recognition among its audience.

2. Appeal to Diverse Audiences - TPN serves a diverse community; the rebranding needed to resonate with people across various identities and backgrounds.

3. Create Consistency - Good Rebellion aimed to create a cohesive brand image across all platforms while allowing flexibility for future growth and adaptations.

Strategy

1. Understand Their Brand Personality - Good Rebellion conducted in-depth interviews and workshops with TPN's leadership and members to understand the organization's mission, values, and aspirations. We learned that at their core, they valued courage, compassion, innovation, and learning.

2. Conduct Market Research - Good Rebellion analyzed trends in LGBTQ+ activism, design, and branding to ensure the rebranding aligned with contemporary perceptions and preferences.

3. Be Open to Feedback - Throughout the process, Good Rebellion collaborated closely with TPN stakeholders, including their Executive Director, Jacob Rudolph, seeking their input and feedback at each stage to ensure alignment with their vision.

Rebrand (Logo)

Good Rebellion created a brand new logo for The Pride Network, which they dubbed “The Clover”. It comprised of the following elements:

1. Intersecting Hearts - The three hearts, overlapping and intertwined, represent the interconnectedness and shared humanity of individuals from diverse backgrounds, orientations, and walks of life. This emblematic portrayal of unity serves as a reminder that, regardless of our differences, we all share the common thread of being human. The hearts signify empathy, compassion, & the capacity for love that transcends barriers.

2. Butterfly Empowerment - The convergence of the hearts creates the shape of a butterfly, a timeless symbol of transformation, growth, and freedom. The butterfly's journey from a humble caterpillar to a majestic creature in flight mirrors the potential journey of LGBTQ+ people. The icon is intended to inspire us to find our own wings, embrace our unique identities, and flourish in a supportive and inclusive environment.

3. Historical Triangle - At the center of the logo, the intersecting hearts form a triangle. This is a subtle yet profound nod to our organization’s former logo and roots. It’s thus a poignant reference to the historical struggles of the LGBTQ+ community as well as the pink triangle, a reminder of past hardships. This triangle transforms into a symbol of strength, resilience, & progress - showing that even in the face of adversity, the community has persevered and thrived.

4. Linear Unity - The entire logo is composed of lines, representing the interconnectedness and solidarity that arise when individuals come together. These lines symbolize the bonds forged by shared experiences, aspirations, and efforts. Just as the logo's elements converge, the LGBTQ+ community's collective strength emerges when people stand united in love and advocacy.

Rebrand (Additional Branding)

• Color Usage Guide - Good Rebellion developed a comprehensive color palette guide, offering guidelines on primary, secondary, and accent colors to maintain consistency across various applications while allowing for flexibility and creativity. The new color palette featured three primary colors:

Teal: which represents balance, growth, and healing. It aligns with the values of compassion and community, reflecting our organization’s focus on personal development and creating a beloved community.

Indigo: which symbolizes wisdom, intuition, and introspection. It represents the depth of being and personal growth fostered by our organization. Indigo also relates to leadership and vision, which are key aspects of The Pride Network's goals.

Coral: which is a vibrant and energetic color that signifies enthusiasm, joy, and celebration.
It represents the positivity, vibrancy, and connection within the LGBTQ+ community. Coral adds energy and the spirit of innovation to our color palette.

Beyond just using the new typography on the web and in comms, Good Rebellion recommended that TPN have some fun and show their personality through typographic art. These bold treatments allow them to communicate complex ideas easily, and show their point of view in a clever way. And they make for cool T-shirts and great coffee mugs.

• Brand Aesthetic - Leveraging TPN's heart-centered approach, Good Rebellion developed a brand aesthetic that combined vibrant colors, bold typography, and dynamic imagery to evoke emotion and connection.

• Merchandise Concepts - Good Rebellion conceptualized a range of merchandise, including apparel, accessories, and promotional items, featuring the new logo and brand elements to enhance TPN's visibility and engagement within the LGBTQ+ community and beyond.

Results

1. Enhanced Brand Identity - The rebranding effort resulted in a revitalized brand identity that resonated with TPN's audience, effectively communicating its mission and values.

2. Increased Visibility & Engagement - The refreshed brand garnered attention across social media platforms, leading to increased engagement and support for TPN's initiatives and programs.

3. Positive Feedback - TPN stakeholders and the broader LGBTQ+ community embraced the rebranding, praising its inclusivity, creativity, and alignment with contemporary values.

4. Strategic Adaptability - The rebranding provided TPN with a flexible and scalable brand framework, enabling future adaptations and expansions while maintaining brand consistency and coherence.

Conclusion

Through a strategic blend of research, creativity, and collaboration, Good Rebellion successfully rebranded The Pride Network, revitalizing its identity while staying true to its core values and mission. The refreshed brand not only enhanced TPN's visibility and engagement but also positioned it as a dynamic and inclusive leader within the LGBTQ+ movement.