Qurate
Redefining the voice of inclusivity and diversity for cross-platform media brand curating content for people identifying as LGBTQIA+
Qurate is a dynamic digital media startup that curates a rich and diverse spectrum of content, catering to the interests, stories, and passions of the LGBTQ+ community. With a mission to provide an authentic, vibrant space where individuality is celebrated and unity is fostered, Qurate offers tailored content that speaks to the community as a whole, while also engaging sub-communities with topics of special interest. As a platform, Qurate amplifies underrepresented voices and inspires meaningful dialogue across multiple mediums.
The task was to create a bold new visual identity for Qurate that embodies the values of inclusivity, individuality, and pride. The brand needed to resonate with the LGBTQ+ community holistically, while also acknowledging the diversity within it by appealing to various subgroups. This required balancing the need for a unifying brand that could bring together different interests while still embracing individuality. The visual identity had to feel contemporary, drawing on both current trends and timeless cultural influences to connect with the community on an emotional level. The challenge was to develop a brand that not only looks modern but also tells an authentic story, reflecting the depth of the LGBTQ+ experience.
Working closely with the Qurate team, we carefully crafted a brand identity that reflected the core values of inclusivity and self-expression. By defining Qurate’s brand positioning and amplifying its voice, we laid the foundation for a visual system that could flexibly adapt across various platforms. We established a balance between real-world photography, vibrant illustrative elements, and dynamic typography to capture both the joy and complexity of LGBTQ+ experiences. The “Q” symbol was designed to serve as a recognisable icon, evolving into various expressions, including animated faces that depict a spectrum of emotions. This playful yet meaningful flexibility allowed the logo to take on different forms across digital and physical touchpoints.
Inspired by cultural touchstones within the LGBTQ+ community, the colour palette was vibrant and empowering, while the typography was clean yet bold, representing both strength and fluidity. We created digital mock-ups showcasing how the new identity would come to life across social media, apps, printed publications, and outdoor advertising, ensuring that the brand felt equally strong in both digital and physical spaces. In doing so, Qurate’s visual identity became a bold, adaptable, and cohesive expression, capturing the essence of the LGBTQ+ community in the media age.