ABOUT

Friends of BGWMC is a grassroots campaign fighting to save one of East London's last surviving queer venues from private developers. Formed by a coalition of performers, punters, and trade unionists, the group needed a visual identity that could galvanise support quickly and effectively—something bold, emotional, and rooted in community. The brief was clear: create a campaign brand that could help safeguard a space that’s been vital to London’s LGBTQ+ scene for over 20 years.

We developed a complete brand kit on a tight turnaround, including a typographic logo, colour palette, iconography, social media assets, and poster templates. The identity was driven by the slogan Queer Joy. Queer to Stay.—a defiant affirmation of community presence and pride.
The design system leaned into the aesthetic of DIY activism: bold type (Calistoga and a modern sans-serif for body text), hand-drawn elements, and colour choices that echoed the venue’s eclectic spirit. A deep green backdrop symbolised regeneration and collective power, while accents of pink, yellow, and blue injected energy and visibility. Bespoke icons—heart, flower, shield—brought layers of meaning, from love and solidarity to resistance.
Brand guidelines ensured accessibility and consistency across all campaign touchpoints, from digital graphics to homepage mockups, while still allowing space for grassroots adaptability.

The campaign’s visual identity helped drive a wave of online support. Posts and graphics were widely shared across social media, boosting visibility and fuelling a sense of collective action. The crowdfunder quickly surpassed its £12,000 target, raising over £18,000 to support legal and planning efforts. Momentum also led to active dialogue with Tower Hamlets Council as campaigners pushed for a community-led solution.
The brand played a central role in amplifying the campaign’s message—rallying a digital community, sparking political conversations, and strengthening the fight to keep this vital queer space in public hands.