Founded in 2014, GenderNexus works to foster a healthy, informed, and empowered community of gender-diverse individuals across Indiana by providing a safe and inclusive space and eradicating social and systemic barriers through direct social service.
After nearly a decade of operations, GenderNexus was facing a major transition – a new Executive Director at the helm backed by a fresh, highly motivated board served as the perfect backdrop to reimagine the organization’s brand.
Logo
GenderNexus’ logo hadn’t been touched since the group’s founding in 2014, and was in need of a refresh. The mark, an abstract shape representing a nexus —invoking the safe, inclusive community GenderNexus had created for gender-diverse people in Indiana and beyond— was strong conceptually, but wasn’t unique enough to be recognizable or ownable.
Playing off of the nexus idea, our mark resembles a human form on all sides, representing community as well as a new, “shared body” concept that fit GenderNexus’ ideals of providing equal access and care to gender-diverse people.
Visual identity
The brand needed to primarily appeal to a young audience looking for a safe space to explore their identity. It had to have a joyful, exciting feel while still maintaining a level of professionalism befitting an organization adjacent to the health-and-wellness space.
We opted to use gradients to reference Pride colors without being too overt, and used people-centered photography to give a warm, trustworthy feel to each composition.
Website
GenderNexus’ services had changed significantly since the group started in 2014. A new site was an opportunity to better define how they communicated their offerings to the public, and create easier pathways for audiences to engage with their groups, classes, events, and medical and legal services. GenderNexus was also kickstarting an individual giving program, so the site also had to serve as a landing page for interested supporters.
In architecting the site, we kept things as simple and straightforward as possible, while pushing GenderNexus’ vibrant, community-oriented personality through with splashy gradients and photography.
Collateral
We produced a full slate of internal and marketing collateral to help GenderNexus get the word out about their new brand and direction.
