How We Helped Equality Michigan: a new brand, website, and print materials!

 In Design, Our Work

EQMI is Michigan’s statewide lesbian, gay, bisexual, transgender and queer political advocacy organization. EQMI has been Michigan’s premiere LGBTQ anti-violence and political advocacy organization for over 25 years and counting, and when they reached out to us over a year ago, we were thrilled to begin working together.

The EQMI team was ready to make a number of updates to the look and feel of their organization – our process began with a brand shaping brainstorm and new logo concepts. The EQMI team wanted something to fit the lively, bold spirit of the EQMI community while also reflecting the important work they do as Michigan’s premiere LGBTQ advocacy organization. Our creative team presented the following initial concepts:

After additional input from the EQMI team, they chose to go with a slightly altered version of #3. We created secondary logos and a style guide to complete their brand suite.

After the new brand image was determined, we dove into building a new Equality Michigan website(s) – this project involved two (fairly similar) websites for both the C3 and C4 sides of the organization. Here is what the EQMI website looked like before:

We wanted to make sure the new website featured easy-to-find resources, clear donation and volunteer options, and showcased the EQMI community. After paring down much of the content on the old website, we were able to put together a simple, easy-to-navigate websites for the EQMI team.

We finished EQMI’s brand refresh with new print materials that were used at Pride events throughout the state. Check out the brochure and the info card below!



Are you interested in a new brand design, website refresh, or custom print materials? Check out a few examples of our past work here and get in touch today!

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As Creative Director, Kalli Barrone has a hand in all things visual. She coordinates creative strategy and conceptualization, implements internal marketing efforts, and creates visual content for digital and print. Kalli has a background in visual communications and holds degrees in graphic design and communication studies from the University of Michigan.

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