ABOUT

Challenge:
How do you lead the conversation on LGBTQ+ inclusion in an intelligent and impactful way, especially in countries with hostile governments and regressive laws?
Open for Business is a charity that champions the economic case for LGBTQ+ inclusion worldwide, focusing particularly on regions with discriminatory policies. As a coalition of leading businesses, their mission is to build a global consensus that LGBTQ+ rights drive economic development.

Brunswick Creative partnered with Open for Business to elevate this critical conversation. Through a refreshed brand identity and thoughtfully crafted messaging, we placed research and rational argument at the core of the organisation’s communications.

Idea:
We developed a visual system revolving around radial graphics, designed to represent the world of positive opportunities that diverse and inclusive economies can unlock. The simplified logomark and colour palette builds on the years of heritage and work that have come before, whilst the custom drawn logotype acts as a masthead – evoking the feeling of publications like The Economist. Reports and research are elevated, allowing the stats to speak quickly and directly to a business and policy-maker audience.

Outcome:
The brand launched in late 2024 at a series of global events in Southeast Asia alongside an economic impact report. The new visual identity has been well received within the business community with one coalliation partner commenting, “The [branding] is much more elevated which has undoubtedly contributed to, in our eyes, improving and strengthening the brand of the business as a whole”.