Honoring Them With Action

Pride Fund
Project Type
Branding & Website

June 12, 2016 was the night of the Pulse Nightclub massacre in Orlando Florida. Our team came into work with heavy hearts that week.

We received a call from Jason Lindsay, a member of the U.S. Army Reserve and political operative in DC. He explained that he was starting a nonprofit called Pride Fund: an LGBTQ organization solely focused on gun policy reform to ensure safety for all.

A Sprint Like No Other

Jason had the experience, vision, and people to get Pride Fund off the ground, but needed the visual platform built—and fast.

“Sprint” took on a whole new meaning. If Pride Fund was going to have a successful launch and ride the media wave in the aftermath of the shooting, that meant our team had about three days to nail down their logo and branding, and about two more to spin up a website.

Our designers jumped between tag-team sketching, and mini-critiques. We iterated on the strongest logo concepts, and produced three unique directions for Jason to choose from.

With Jason’s blessing on one of three directions we presented him, we moved to finalizing the logo mark. Meanwhile the website was taking shape with copy and images:

Launching the Movement

With a stock of t-shirts, table banners, a website, and yard signs in hand, the Pride Fund team was ready for campaigning and camera time. They took off better than we could have hoped.


Hummingbird Inn