Case Study: Advocates for Trans Equality strengthens its brand and website with Pentagram

Advocates for Trans Equality launches a new brand in a year-long reimagining with Pentagram

Advocates for Trans Equality, a transgender advocacy organization formed from a merger, faced the challenge of creating a new, unified public voice at a critical time when anti-trans legislation was surging. They partnered with the design firm Pentagram to develop a comprehensive brand strategy, name, visual identity, and website that could effectively operate across diverse settings from courtrooms to rallies.

Pentagram delivered a complete rebrand, including the name Advocates for Trans Equality (A4TE), a visual identity balancing dynamism with gravitas, and a new website. The solution positioned A4TE as a credible and powerful force within the movement, equipping the newly merged organization with a cohesive brand designed for significant and lasting impact.

Advocates for Trans Equality