LAVENDER LIGHT

Branding / Research / Systems / UX
07-16-23
Freelance Project

HOW DO YOU REDESIGN A BRAND AND WEBSITE WHILE RESPECTING A GROUP’S HISTORY?

Freelance website and brand refresh for a historic and growing musical group in Manhattan, Lavender Light: The Black and People of All Colors Lesbian and Gay Gospel Choir.

After discussing with gospel members and key stakeholders, I established the key user’s the site needed to support: potential bookers, potential members, and donors. Bookers need to quickly find information about the group and request a performance. New members needed to understand the history and easily apply. Donors need to understand the unique importance of Lavender Light and seamlessly donate, both through the website and through the yearly “Give OUT” day. With a new structure and design, the redesigned website is based around these objectives.

Additionally, the organization had an existing, but older logo they wished to be refreshed. While respecting the older visual language established in the 80’s, the new logo and branding helps to call back to that time while including more refined typography and color use.