Making history relevant

An legacy organization with an evolving mission

For nearly 40 years, GLAD had stood up for the rights of those without a voice or an advocate. But when GLAD: Gay and Lesbian Advocates and Defenders changed their legal name to GLAD: GLBTQ Legal Advocates and Defenders to become more inclusive of the LGBTQ community they serve, they turned to Argus to create a new visual identity – and a new narrative – that matched their new direction, while also remaining true to their legal-advocacy roots.

Services Provided:

• Branding
• Digital
• UX/UI
• Design
• Video/Photography
• Social/Cause Marketing

Elevating a human rights story for a new generation

We started by defining a three-part communications structure that highlighted GLAD’s heritage, what they do, and whom they serve, all while functioning as the core of a new visual system for their sub-brands. This new visual system and brand mark became the basis for our ongoing work.

Our partnership continued with a major redesign of their website to incorporate the new brand and improve the user flow and experience. We needed to improve the a site that welcomed visitors, whether they were well-versed in the legal system, or they needed guidance to understand their own rights.

We handled the entire process, from content strategy to information architecture, design, development and programming, QA testing, and launch.

Finally, for their 40^th anniversary gala, we teamed with GLAD to create a video that represented all they had stood for their history; this video “The history we make” became a call to arms for their members, fundraising efforts, and supporters.