FUTR: Families United for Trans Rights

FUTR: Families United for Trans Rights—is a grassroots nonprofit founded by the families and parents of trans children. This important organization advocates for the rights of trans Americans by supporting candidates who will fight for those rights.   In recent years, there has been a heightened national focus and legislative battle on matters concerning the transgender community. This has led to a significant increase in anti-trans and transphobic discrimination in our legislature, healthcare system, workforce, public spaces, and even in our homes and families. FUTR’s work is more urgent than ever. They are committed to electing qualified transgender candidates and trans allies at all levels of state and federal office—ensuring that the voices and needs of the trans community are represented, heard, and catalyzed into action.  This visual identity project was a pro bono collaboration—with Studio Malagon's Ernesto Morales serving as the creative director. We worked rapidly, in a one-day branding sprint, to craft the logo and visual identity for FUTR. The logo and identity represent a prism of light refracting through the visual elements, shooting upwards, towards hope and transformation.