Rainbow Migration (formerly The UK Lesbian and Gay Immigration Group) has partnered with global digital agency Tribal Worldwide to launch a bold organisational rebrand and website redesign to distil and increase the brand’s visibility.
The highly regarded charity provides valuable legal and social support for LGBTQI+ people who are going through the UK asylum and immigration system, offering specialist direct services as well as campaigning and influencing work at the forefront of LGBTQI+ advocacy.
Rainbow Migration wants to distinguish its work for LGBTQI+ asylum within the charity sector, as well as increase engagement with its existing service users, providing accessible information and services for LGBTQI+ people seeking asylum and couples making immigration applications.
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. Using its decades of experience and expertise the team at Tribal Worldwide also created a new logo for the charity which 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 with the support of organisations like Rainbow Migration at their side.
“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,” said Leni Candan, Senior Communications and Fundraising Officer at Rainbow Migration. “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.”
Tribal Worldwide’s rebrand strategy was to elevate the charity’s brand to reflect the unique and specialist work that Rainbow Migration provides. This website redesign follows Tribal Worldwide’s 2019 work to launch the charity’s first national social media campaign. The highly successful #LendYourVoice partnered with LGBTQI+ influencers and celebrities to help raise awareness of the discrimination and dangers that LGBTQI+ people face in UK detention centres.
Daisy Thurston-Gent, Account Lead at Tribal Worldwide, said: “Our partnership with Rainbow Migration is an exciting one for us. It’s been a pleasure to work closely with them on such a bold step forward, and I think this rebranding now reflects the sophisticated and valuable work that the charity provides within its sector.”
Leila Zadeh, Executive Director at Rainbow Migration, added: “We are proud to be an organisation that supports LGBTQI+ people on their journey to a new life and our new name and visual identity reflect this perfectly. We thank Tribal for the excellent work they have done in bringing our vision to life. We are ready and excited to move forward, inspired by our fresh new identity and website.”
Client: Rainbow Migration (formerly UKLGIG)
Client Contact: Leni Candan, Senior Communications and Fundraising Officer
Agency: Tribal Worldwide
Agency Account Lead: Daisy Thurston-Gent
Executive Creative Director: Victoria Buchanan
Art Direction & Creative: Jade Tomlin & Toby Snowdon
Designers: Toby Snowdon & Clare Ince
UX Architect: Peter Bircak
Project Manager: Michael Ozard
Technical Director: Lawrence Eldridge
Source: Tribal Worldwide