Club Sexu | Visual identity and website redesign for ATQ

Background

A much-needed modernization

Founded in 1980, Aide aux Trans du Québec (ATQ) was the first organization in Canada dedicated to providing front-line support services to trans, non-binary, and questioning individuals, helping them break free from isolation.

Over time, the organization’s branding and website started to feel outdated, and no longer served the evolving needs of its community. This led to a decline in member confidence, prompting new leadership to seek funding for a brand revitalization initiative to reaffirm and restore trust in ATQ’s relevance.

Recognizing the importance of honouring its rich history while embracing growth, Aide aux Trans du Québec set out to modernize its visual identity and website, giving it a more professional and contemporary look to resonate with a broader audience.

Strategy

The dialogue at the heart of its identity

Our goal was to transform ATQ’s image while demonstrating its desire to evolve and staying true to its core mission and community. As such, we developed a strategy that repurposed the speech bubble from the organization’s original logo, an aspect of the brand its members wanted to preserve. We felt this touchstone evoked the dialogue and exchange essential to ATQ’s services and approach.

By adopting a more accessible, intuitive, and dynamic platform, our aim was to help beneficiaries stay informed about activities, easily access a variety of resources in one place, and maintain a strong connection with the team.

solution

Symbols of inspiration and inclusivity

The speech bubble—multiplied and lively—is the main focus of the new brand identity. Not only is the shape of the ‘Q’ in the acronym inspired by this symbol, it’s also found in the brand’s universe as a graphic element that supports and envelops the imagery.

This new identity also includes a kaleidoscopic symbol that creates the notion of gathering and the freedom, expression, and brightness of trans and non-binary communities, beyond the limits and norms imposed by society.

As an intentional move away from the traditional colours of the trans flag, while still referencing it directly, the colour palette we opted for is rich, varied, and vibrant, very much a reflection of the ATQ team and the community it serves.

“Thank you […] to the Club Sexu team for hitting the nail on the head with this new visual identity.”

Victoria F. Legault

General Manager, ATQ

“Congratulations! It’s magnificent and a testament to your enthusiasm!”

Pascal Vaillancourt

General Manager, Interligne

ABOUT

Aide aux Trans du Québec

Since 1980, Quebec-based organization Aide aux Trans du Québec has been supporting the personal, professional and psychological development of people from gender-diverse communities before, during and after their transitions.