Rebranding a Chamber, Reframing the Conversation

We began by listening. Through strategy workshops and creative exploration, we uncovered a powerful insight: LGBTQIA+ success often lives in the tension between assimilation and subversion. Some climb the ladder by blending in; others break it entirely and build something new. Our brand identity embraces this duality.

A stark black-and-white palette and strict grid system speak to the polished, professional world LGBTQIA+ people must often adapt to. But piercing through that structure are vivid, fluid gradients—subversive interruptions that reclaim space and spark expression. It’s a brand that mirrors the lived experience of queer professionals who move between systems, rewrite norms, and lead with authenticity.

For the Equality Chamber’s 2024 Annual Directory, we set out to do more than list businesses—we wanted to celebrate the leaders shaping our local economy. We reimagined the publication as an editorial-style magazine and introduced a new signature feature: Icons of Equality—a series of original member spotlights that honor the community’s boldest changemakers. Each featured member was captured in a bespoke photoshoot and profiled in-depth, elevating their stories and centering the power of LGBTQIA+ entrepreneurship.