Branding, Design System
House of a Kind
Embedding queerness and its uniqueness aspect to a creative collective branding
project details
RoleMain Designer
ContributionResearch, Documentation, Development
Duration2 months
Used toolsFigma, Adobe Illustrator
mood board and inspiration process
When considering the brand's purpose and structure, I conducted research to identify elements that have always been present in Queer history and hold significant symbolism. I explored historical images in public archives, as well as leaflets and protest posters, to inspire the brand's creation.
Throughout history, it is evident that progress has been achieved when the queer community has united in their fight for equality. From the philosophers of late nineteenth-century Germany to the Stonewall uprising, collective action has played a crucial role in advancing the rights of the queer community.
My goal was to gather the aspects of roughness, yet still beautiful, from community action and embed them in the branding to make it relatable to those who resonate with the collective mission.
finding uniqueness in diversity
The hand fan has been a significant object in the queer community for a long time. This community has always been marginalised and used to gather in small spaces with poor ventilation. The fan became a useful tool to provide freshness and also boosted conceptual outfits and ways of expression.
To represent the wide range of talents that House of a Kind offers, the hand fan seemed like the best symbol. The style referencing serigraphy is a nod to techniques used on many materials produced by the queer community to convey messages and ideas.
The contrast between the roughness of the symbol and the simplicity and elegance of the logo typography (chosen typeface: Gabarito
visit House of a Kind
client context
The House of a Kind is a creative collective that brings together queer creators with diverse talents to support visionary brands in achieving their goals. It provides a modern approach to creative agencies, facilitating connections between creators and entrepreneurs to build new stories.
The collective's main goal is to stay in tune with the ever-changing social issues of the world and to acknowledge the multifaceted nature of society, rather than forcing communities into one category. By leveraging art as a platform to amplify its message, the collective seeks inventive approaches to support its clients while not shying away from pushing boundaries or delving into new areas of debate.
embedding crafty work from past heroes
For the Display typeface, I conducted extensive research on Queer-led foundries and typefaces that are connected to periods related to the LGBTQ movement's progress. GenderFail
The “Act Up Protest” font, inspired by a sign from a New York protest during the 80s/90s HIV crisis, seemed to be the best way to represent how this collective can bring powerful messages to life, uniting bold parts filled with uniqueness.
The colour palette, sober and minimal, serves as a way to create a blank space where the work and content become the focus. The main colour, inspired by Rosa Winkel, the famous triangle used by Nazis to mark prisoners classified as homosexual or "asocials," was later redefined by the Act Up movement as a way to raise awareness about the LGBTQ community's struggles and resilience. during the HIV crisis.
References
- OAKLEY, Be. An Incessant Unknowability: An Archive of Protest Inspired Typography and it’s Open Source Uses (2024). GenderFail Press
- JHONSON, Michael. Branding: in Five and a Half Steps (2016). Thames & Hudson.