Tribal Worldwide develops new website and brand identity for LGBTQI+ immigration charity

Rainbow Migration, formerly known as The UK Lesbian and Gay Immigration Group, worked with global digital agency Tribal Worldwide to launch a rebrand and website redesign that distills and increases the brand’s visibility.

The charity, which provides legal and social support for LGBTQI+ people who are going through the UK asylum and immigration system, sought to increase engagement with its existing service users and distinguish its work for LGBTQI+ asylum within the charity sector.

The website redesign brief was to develop clear user journeys throughout the site, increasing accessibility, usability and visual appeal. Tribal Worldwide led on creative and design strategy and brand guidelines, user experience and technical build.

The new logo seeks to gives meaning to the brand’s identity, capturing the essence of the story and impact behind the brand’s new name. The Rainbow is an icon of global cultural significance symbolising hope and freedom, which are at the core of what the charity does, while migration represents the journey that many individuals and families undertake towards a more hopeful future.

“We asked Tribal to create a new name, logo and website that would reflect the diversity of the communities that we work with and support. In the warm and vibrant colours of our new brand and website, we have found a name and visual identity that fits with what we do and embraces all of the LGBTQI+ communities,” says said Leni Candan, senior communications and fundraising officer at Rainbow Migration.