Building a force for trans rights.

No time but now.

The coalition was aligned around a clear plan: a national giving circle directing funds to trans and allied candidates and to the trans-led organizations doing the work on the ground. They had the relationships and the strategy. What they didn’t have was a brand, a voice, or a place for supporters to find them.

The political moment wouldn’t wait. Anti-trans legislation was advancing in dozens of states, and every week spent building was a week trans Americans stayed under-resourced in a fight they couldn’t afford to lose.

A brand built to mobilize.

We worked alongside Malagon in a one-day brand sprint led by Ernesto D. Morales, working in close collaboration with FUTR’s founding coalition. The speed matched the urgency of the mission. The visual identity had to carry the weight of the work and reach supporters without delay.

Out of the sprint came the logo, a prism of light refracting upward through the mark toward hope and transformation. The identity was bold and high-contrast, in the visual tone of civic-action brands FUTR admired while carrying its own warmth. We formalized the system into a foundational brand kit over the following two days.

A few months later, FUTR came back to us for the website. Working closely with the founder, we built a platform that gives supporters an on-ramp to the movement: a way to learn what FUTR does, meet the candidates and charities being supported, and take action immediately.

Already in the fight.

Since launch, FUTR has backed a growing slate of trans and allied candidates across the country. In 2024, FUTR-supported candidates included Sarah McBride in her historic election as the first trans member of Congress, Leigh Finke in Minnesota, and Aime Wichtendahl in Iowa. 2025 added mayoral, city council, and school board wins across Pennsylvania, Ohio, and Massachusetts. The giving circle operates as a 100% pass-through, all-volunteer effort, working alongside partners like the LGBTQ+ Victory Fund.

The parents who picked up the phone now have a brand carrying the mission and a platform their supporters can find. The fight hasn’t slowed. Neither have they.