| September 28th 2021

Campaign US | The Trevor Project rebrands for the next LGBTQ generation

Ttp logo primary tagline rgb

Originally posted in Campaign US

The Trevor Project, the world's largest suicide prevention and crisis intervention organization, has saved countless young LGBTQ lives since its founding in 1998.

As the next generation of LGBTQ youth comes of age, the nonprofit is acknowledging its evolution with a new look. On Tuesday, The Trevor Project revealed a rebrand including a new logo, color palette and imagery, in a launch that coincides with National Suicide Prevention Awareness Month.

“We're [aiming to] speak to LGBTQ young people today in a way that resonates, affirms and builds the trust and authority we need to push forward our mission,” Joshua Weaver, vice president of marketing at The Trevor Project, told Campaign US.

The Trevor Project’s last rebrand took place in the early 2010s, which pushed the organization to consider a timely refresh.

“One thing we know about young people is that their preferences change, the way that they perceive [the world] changes their values and what they seek to uphold changes,” said Weaver.

The Trevor Project worked with creative agency Kettle on the rebrand, which demonstrates the organization’s commitment to LGBTQ people under the age of 25.

The brand’s signature orange color was upgraded to a “fresher, more vibrant shade” that “conveys optimism,” according to a press release. The star in the logo represents hope in the shape of a compass pointing upward and forward to portray LGBTQ youth’s “strength and resilience as they navigate difficult emotions and circumstances.”

The rebrand aims to connect with both LGBTQ youth and their allies, said Olivier Peyre, CEO and co-founder of Kettle.

“We did a lot of research to make sure we truly understood our different audiences,” he said. “We had to ensure we understood and designed for both targets. We knew we had to create a digital-first brand that was optimistic and vibrant that would help make the brand more approachable.”

The rebrand includes an improved user experience on The Trevor Project’s website with features built specifically for LGBTQ youth. Each page includes a “Reach a Counselor” button, which sends users to The Trevor Project’s crisis services and educational resources.

There is also a “Quick Exit” feature that allows users to quickly leave the site and erase it from their website history. It’s a life-saving safety feature for individuals who have not disclosed their gender or sexual identities to family members, or those who live in unsupportive environments.

“This is truly a life or death mission,” said Peyre. “We had to make sure that the most important actions were always accessible, and there was a way to protect them in the event that someone was entering the room when they are on the website.”

The Trevor Project also collaborated with LGBTQ artists to create visuals for the new website. Devyn Galindo, a queer Chicanx photographer, took candid photographs that captured the essence of Gen Z LGBTQ youth. And lllustrator Ludi Leiva, a queer Guatemalan-Slovak artist, integrated The Trevor Project’s new color palette into her designs for the site.

Says a Lot —


News — 

Ringier | Leading International Media Company Ringier Appoints Stagwell’s (STGW) Code and Theory to Transform the Blick Brand

News — 

Code and Theory Takes the Stage at Web Summit Rio

News — 

PRNewswire | Code and Theory, a Stagwell (STGW) Network Company, is Building New Artificial Intelligence Capabilities with Oracle Cloud Infrastructure

News — 

PRNewswire | Stagwell (STGW) Marketing Cloud Taps Former Microsoft Chief Data Analytics Officer John Kahan, Code and Theory Chairman Dan Gardner as Advisors

News — 

PRNewswire | Code and Theory Network Agency Kettle Promotes Lauren Kushner to CEO

News — 

PRNewswire | Stagwell's Code and Theory Network Expands Its Digital Transformation and Engineering Globally with Addition of YML

News — 

Ad Age | Top 5 Diversity, Equality, and Inclusion Efforts To Know About Right Now

News — 

PRNewswire | Stagwell (STGW) Digital-First Creative Agency Code and Theory Launches Industry's First Holistic Inclusive Design and Marketing Strategy Discipline

We Are a Digital-First Creative Agency

What We Do

Born in 2001, Code and Theory is a digital-first creative agency that sits at the center of creativity and technology. With a global client roster of Fortune 100s and start-ups alike, we crave the hardest problems to solve and create end-to-end solutions that flex to meet the needs of today’s ever-changing business landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Research & Testing

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business Consulting & Design Transformation

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com