Reimagining a visual voice for the Black trans community
About the project
The Black Trans Advocacy Coalition (BTAC) is a national nonprofit dedicated to supporting Black trans individuals—one of the most marginalized communities in the U.S. This was a pro bono rebrand initiated after I came across their work on Instagram and saw an opportunity to strengthen their visual voice.
Pro bono branding engagement for a high-impact advocacy org
Focused on preserving core iconography while increasing clarity and flexibility
Designed a system suited for social media, merchandise, and regional chapters
Balances strength, softness, and forward movement in a single visual language
Design Process
The coalition’s original logo centered on a face—a symbolic, if stylistically dated, gesture. The team felt strongly about keeping that core image, so I redrew the silhouette to feel more intentional: recognizably Black, peacefully powerful, and androgynous by design. The chin lifts slightly, evoking pride, calm, and momentum.
This silhouette became the foundation of a new, flexible brand system. The logo structure accommodates both the national organization and regional chapters, with clear hierarchy and legibility across sizes and formats.
The color palette pulls directly from the trans flag—white, pink, and light blue—grounded by a deep navy for contrast and accessibility. The main icon sits inside a squircle (yes, a real word, and a new favorite), which also frames the secondary BTAC monogram. This funky, stacked lettermark echoes their previous branding and provides a dynamic supporting mark.
Because so much of BTAC’s communication lives on social media, typography needed to be expressive, adaptable, and unmistakably theirs. I built a typographic system that flexes—by adjusting color, weight, and voice—to match a wide range of messages while staying visually consistent. Bold when it needs to be. Gentle when it matters most.
Outcomes and Impact
The rebrand gave BTAC a stronger foundation for the powerful work they do. It’s a system designed to reflect a multifaceted community: strong and soft, clear and bold, proudly trans and proudly Black.
While developed pro bono, the project stands as one of my proudest—an example of how design can center dignity, clarity, and joy in equal measure.