Rainbow Migration: From legacy to impact
In May 2021, UK Lesbian & Gay Immigration Group (UKLGIG) launched a transformed name and brand, becoming Rainbow Migration. The launch of this new brand follows an extensive two-year journey of reflection, stakeholder consultation and creative development, undertaken in partnership with global ad agency Tribal Worldwide. Rainbow Migration now has a compelling, vibrant identity that encapsulates the essence of its focus and values, as well as the diversity of the community it serves. Innovative design elements such as the novel use of gradient colours (to represent the ‘rainbow’, the most universally accepted symbol of the LGBTQI+ community), combined with a more contemporary design and flexible brand structure, has enabled the charity to project a clearer image amongst stakeholders, beneficiaries and potential supporters. In addition, the new identity has provided a more impactful platform from which to engage, educate and influence decision-makers amongst UK policy makers, including elected officials and the Home Office, regarding the misunderstood or long-disregarded issues facing LGBTQI+ people who have fled persecution in their countries of origin and are seeking asylum in the UK.