Through careful research, it was found that the target audience LGBTQ+ teens faces many challenges Understanding the challenges that LGBTQ+ youth face, makes it understood that the target audience needs a way to get out and make friends. In the early stages, it was thought that using an AI “buddy system” that would link teens together by interest would be a great way to bring like-minded teens together.
After more research that idea was scrapped. The focus switched to what the LGBTQ+ youth are lacking most, which is connections with peers, acceptance, and money, and then offering a simple straightforward solution that breaks down current barriers faced by the target audience.
The decision to use the rainbow color palette however cliché was chosen to help LGBTQ+ teens instantly identify and connect with The Hive due to the rainbow color palette being used in LGBTQ+ symbolism worldwide it will be easier for the target audience to identify with the brand. For a target audience who struggles to make friends being able to instantly connect with them through the use of color and imagery makes the teens more likely to engage with and understand the brand. The use of a fun retro font paired with something more simple keeps the look and feel fun while maximizing accessibility.
The logo needed to tell a story to connect with the target audience. With that in mind, the logo development process went in the direction of using symbolism and the bright color palette to tell a story about the brand. In the early stages of the logo development literal hive shapes, hexagons and even bees were used to try to convey the brands message.
Many of the early logo concepts did not accurately represent The Hive as a social club. After careful evaluation, the best 3 concepts were chosen and vectorized. After analysing each of the three final choices and getting feedback from, classmates, professors and the target audience it was narrowed down to the final logo which accurately conveys The Hive as a social club.
Final Logo
Early sketches of the brand deliverables show the use of the color block pattern which was later discarded after various feedback stating it resembled bar graphs.
The animated logo shows the core of The Hive's purpose which is to bring isolated LGBTQ+ teens together by footing the bill for the planned events and outings.
When crafting the brand deliverables for The Hive a lot of the same research was used to render the final design, tone, and look of The Hive’s social media. Keeping the white space abundant and the messages short allows the target audience to enjoy and digest the content such as past and upcoming events that are completely free to join. Focusing on the events and the fact that there is no cost involved allows teens to connect more with The Hive’s campaign and be more likely to get involved.
The brand deliverables for the teen audience feature QR codes for easier access, catering to their preference for quick navigation over scrolling through web pages.
The Hive's social media showcases teens interacting at Hive-sponsored events.
The Hive's social media showcases teens interacting at Hive-sponsored events.
