Projects insights

‘Het Roze Huis' is the LGBTQIA+ organization of the city of Antwerp and sought advice from the Untitled Workers Club to make their operations and positioning more inclusive. Different target groups within the community have different needs, and diversity and inclusion are also high on the agenda here. ‘Het Roze Huis' aims to be a welcoming place where everyone can come with questions. Through in-depth interviews, Untitled Workers Club examined how different target groups currently perceive ‘Het Roze Huis', what their expectations of the organization are, and what the current barriers are to meeting these expectations. The same exercise was also conducted with internal stakeholders.

Together with ‘Het Roze Huis', Untitled Workers Club then developed a new positioning and a new visual identity. The underlying idea of the new positioning and branding is that everyone in the LGBTQIA+ community deals with their sexual orientation, gender identity and expression in their own way. We must not impose a norm here either. Additionally, sometimes friends or family of people from the community also have questions. They too should feel welcome at ‘het Roze Huis'. This unique journey towards one's own sexual orientation and/or identity and the journey to ‘Het Roze Huis', forms the basis of the graphic style. The rainbow colors that provide worldwide recognition are subtly incorporated, presented in a more fluid manner in the visual identity, creating recognizability and distinctiveness.