Maybe you’ve felt it too—that weight of knowing the stakes are high but feeling unsure where to start. When SOGI 123 came to us, they were carrying more than the usual pressures of a rebrand. Protests were erupting across the country. Their work to foster safer, more inclusive schools had become a lightning rod for anti-queer and anti-trans rhetoric. This wasn’t just a design challenge—it was about standing firm in the face of societal pushback.

For us, this wasn’t just business. As gay-identified men, we’ve lived through the kind of fear and exclusion that SOGI 123 is working to dismantle. Their mission struck a deeply personal chord. This project became a love letter to our younger selves—proof that it’s possible to build a world where everyone belongs.

Starting with Listening

Heather Vause, SOGI 123’s Director of Communications, put it best: “Let this incredible team into your world. Let them see the parts you’re proud of, the parts you struggle with, and the parts you haven’t yet figured out what to do with.” And that’s exactly what we did. We started by listening—really listening.

Through focus groups with educators, one-on-one interviews, and a 360° review with sister organizations, we gathered a mosaic of insights. The message was clear: SOGI 123 needed to move away from their academic, stock-photo-driven image. Instead, their brand had to centre the real people on the ground—educators and administrators—who are shaping the next generation.

In our Golden Threads process, we reflected these findings back to the SOGI 123 team. It was a collaborative moment of clarity. “There was no question too big or too small—they were there alongside us every step of the way,” Heather later shared. From this foundation, we unearthed a bold new direction: a brand that would be vibrant, human, and unapologetically confident.

Building the Band, Staying the Conductor

With the creative vision in hand, it was time to build the band. We brought in a team of designers, translators, and developers to bring the strategy to life—including building SOGI 123’s first fully bilingual website in English and French. This was a key step in ensuring their message could reach educators nationwide. But we didn’t just hand over the reins. We stayed in the conductor’s chair, orchestrating every element of the project to ensure that all the pieces fit together seamlessly.

“They showed up in such a meaningful way, listening to seek a deep understanding of our work to bring that story to life,” Heather said. Our role wasn’t just to lead—it was to support, guide, and empower SOGI 123 every step of the way.

From Unit Blocks to Bold Platforms

The new SOGI 123 brand draws inspiration from unit blocks—the classic wooden toys that empower children to build, explore, and own their creations. This metaphor became the backbone of their visual identity and website. We made sure their new digital home spoke directly to their audiences.

Instead of a typical search bar, the site greets visitors with a big, welcoming question: What are you looking for? The “Your Questions Answered” section replaces a standard FAQ, shifting the focus to the user. It’s a subtle but powerful way to let parents, educators, and administrators know their concerns matter.

The Transformation

By the end of our collaboration, SOGI 123 wasn’t just wearing a new brand—they were embodying it. Vibrant, confident, and ready to meet the moment, their platform now reflects the power of their mission. For us, the journey was both humbling and affirming.

At one point, we received hate mail—a first for Harc. But instead of fear, we felt a strange sense of pride. It was a sign that we were truly living our values, putting our magic where our mouth is, and standing alongside our client in the fight for inclusivity.

Grounding in Hope

SOGI 123’s work unfolds in a world where political landscapes are shifting, often in ways that heighten fear and division. But hope is a powerful force. Throughout this project, we held onto the belief that creativity could cut through the noise, making a tangible impact on the lives of students and educators alike. It’s a belief we carry into every collaboration—that change is possible, and your creative work can matter deeply.

Are You Ready?

If you’re feeling the pull to realign your mission with your message, we’re here to walk that path with you. You don’t need to have all the answers—that’s where we come in. Let’s have a conversation. We’d love to help you take the next step.