Redefining digital support for young LGBTQ+ people

A digital experience with an authentic and empathetic perspective, connecting with LGBTQ+ children and young people.

Understanding the user was the number one priority

The brief was to create a safe, welcoming and inclusive space where LGBTQ+ young people can meet, socialise and find the support they need.

We gathered insights and learnt how young LGBTQ+ people interact with the site and what they wanted from it. Looking in depth into their behaviours and attitudes rather than just demographics.

We involved a select group of young LGBTQ+ people, who currently use the service to directly fed into our process.

Building on existing assets to make a stronger brand system

The BeYou Project had existing brand elements, but no global principle that tied everything together in a meaningful way. This is where we spent time experimenting, finding the perfect way to amplify the design system and give it new meaning.

A design leaning into inclusivity throughout

We turned the individual rectangle colour blocks from the logo into an iconic visual signature. Used throughout the site to form content areas, it highlights key messaging or contains photography, amplifying its significance and creating a sense of inclusion.

After launch

  • Doubled user engagement time on the website

  • 53% increase in website page views

  • 23% increase in mobile usage

  • 4 CSS design awards won

Project Information

  • Brand identity

  • Digital design

  • Creative

  • Web development

  • Motion